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10 CRM Case Studies From the World’s Biggest Brands 2024

• Category : Case Studies , CRM , Marketing
• Last updated on August 2, 2023
• By Viktor. A
• No Comments

It is no news that customers are constantly demanding deeper and more meaningful relationships with their chosen brands. That’s why organizations are currently leveraging CRM software to serve their customers better.

Today, we’ve put together useful CRM case studies from some of the world’s biggest brands. This article highlights CRM case studies uses and vital lessons you can replicate in your business.

Before we proceed, let’s look at the meaning of customer relationship management (CRM)

There are two main definitions of a CRM:

• It refers to a business’s principles and strategies to engage better and retain its customers.
• It refers to a software system that helps businesses to manage client relationships, leads, contacts and campaigns. Also, it allows companies to automate their processes and increases productivity.

Examples of CRM Software for lead generation, contact management, and automation are:

Table of Contents

The Best Overall

A sales-focused CRM that leverages AI to automate sales, lead & demand generation. 

Best Budget Choice

Freshsales automates your sales process, and helps drives sustainable business growth.

Best for Workflows

Customize your workflows to track all aspects of the sales cycle, from lead gen to post-sale support.

Best CRM Case Studies

If you’ve ever looked at brands like Apple, McDonald’s, Amazon or even Zara and are wondering how they’re run such conglomerates and still efficient in customer service. Keep reading then; you’re about to find out.

Scott Cook said, Instead of focusing on the competition, focus on the customer. Most of these brands have no superpower. They’ve only learned to focus on only one thing – the customer.

When you’re obsessed with delighting your customers, you will devise creative ways of satisfying them. Let’s go right in.

1. Coca-Cola CRM

The Coca-Cola Company is one of the world’s oldest and most influential brands. With a presence in over 200 countries, Coca-cola started as a carbonated soft drink business. But today, they are a conglomerate with over 200 product lines servicing billions of customers globally.

Logically speaking, for them to exist across several decades and remain relevant and competitive says a lot about their customer service. That said, let’s examine their customer relationship management (CRM).

Coca-Cola CRM Case Study:

Coca-cola’s mission is “ to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference .”

Inspiring optimism and happiness are at the core of Coca-Cola’s CRM strategy. This is evident in their  marketing campaigns , billboards, brochures, commercials, store locations, and products.

We have billions of transactions a day on Salesforce. And everything is connected collaborative, and mobile.

– Ulrik Nehammer, Coca-Cola Germany, CEO.

Coca-Cola uses several enterprise CRM platforms to manage its clients’ relationships and stores globally. They use Salesforce and SAP primarily for contact management. System Applications and Products (SAP) is a strategic enterprise management platform. It’s quite robust and feature-rich.

While they use SAP globally, they use Salesforce on some of their country divisions to manage their business flow, connectivity, and contact management.

Read our complete Coca-Cola case study here.

2. Zara CRM

When you hear the word “Zara”, what comes to mind is clothing, luxury, and lifestyle. Established in 1975, Zara is a Spanish multi-national retail clothing chain.

They specialize in clothing accessories, beauty, shoes, and other lifestyle products. Zara’s phenomenal success in fashion and beauty is a testament to its solid CRM strategy. They effortlessly delight their customers in a way that leaves them returning for more.

Zara CRM Case Study:

Zara’s mission is to “ give customers what they want, and get it to them faster than anyone else .” Deducting from their mission statement, you can see a wordplay that puts royalty and kingship on their customers.

Zara’s CRM case study aims at elevating their customer’s needs above the company objectives. Zara leverages transparency, incentives and perks, support, personalization, swift check-out, and social media to achieve this.

The success of your business is based in principle on the idea of offering the latest fashions at low prices, in turn creating a formula for cutting costs: an integrated company in which it is manufactured, distributed and sold.

– Amancio Ortega – Founder, Zara Fashion Chain

Zara CRM starts with their website, which has a simple UI and is highly personalized to suit the user’s needs. Then, they’re massively present on social media and contribute to social issues affecting their clientele.

Lastly, Zara’s CRM is not complete without transparency and incentives. They’re transparent in all their dealings and usually deploy incentive programs to delight customers.

3. Unilever CRM

Unilever is a British multi-billion dollar conglomerate that deals primarily in consumer goods and consumables. They are arguably the largest producers of soap globally.

Brands like Unilever that have stood the test of time in quality, customer service, transparency, and consistency are worth emulating. With over 400 brands in about 190 countries, Unilever’s CRM strategy is paying off.

Unilever CRM Case Study:

Unilever’s mission statement is “ to add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life .”

Unilever’s CRM strategy focuses on elevating people’s well-being and helping them enjoy life to its fullest. This singular aim is the driving force behind their great customer experience initiatives, marketing campaigns, products, and positioning.

It’s about digitizing all the aspects of Unilever’s business to leverage the world of data and increase our digital capability in everything we do.

– Alan Jope, CEO at Unilever.

Another main Unilever’s CRM strategy is centred around Value-Based Procurement. They are keen on supporting their suppliers with upfront value. And they achieve this by empowering their suppliers and distributors with the tools to better relate with them.

They use Salesforce to support their business community and build solid relationships with their partners.

Bayerische Motoren Werke AG, known as BMW, is Germany’s leading automobile brand. They’re a luxury car brand and the  fourteenth largest producer of motor vehicles . BMW cars are known for their standard, uniqueness, and luxury. Let’s examine BMW’s CRM strategy.

BMW CRM Case Study:

BMW’s mission is to “ become the world’s leading provider of premium products and services for individual mobility.”  You’ll agree that BMW has become the world’s leading provider of premium automobile products. But the big question is, how did they get there?

BMW CRM case study is not too distant from the others. Firstly, the focus is on treating customers fairly, which is clearly stated in their  Supplier Programme . Their suppliers and end-users are at the core of their CRM strategy, which has kept them going.

I promise our customers will never have to compromise between driving pleasure and sustainable mobility.

– Oliver Zipse, CEO BMW AG.

Secondly, BMW CRM is focused on producing premium cars to attract new customers and retain the existing ones. And fortunately, it works for them. I’ve seen a couple of folks switch car brands to BMW because their cars are more reliable and have the highest quality

5. Tesco CRM

Tesco PLC is one of the world’s leading grocery and general merchandise retailers. With operations in over 11 countries, Tesco is a hyper-growth company swiftly expanding across territories.

Although it started as a grocery store, it is now morphed into several industries such as banking, technology accessories, and a few others. Not just that, they’ve been named among the top customer-friendly organizations.

Tesco CRM Case Study:

Tesco’s mission statement is  “What we make matters better, together. This statement encapsulates Tesco’s aim to serve customers across cultures and backgrounds.

Tesco is among the first multi-national brand to adopt CRM software. In 2009, Tesco announced that they were adopting the RightNow CRM (now acquired by Oracle).

The key to Tesco’s success is the customer-focused culture that has permeated the company.

– Jeremy Garlick, Partner, Insight Traction.

Tesco’s CRM was primarily used in their call centres to support their electronics division. Aside from that, they used it to amplify their omnichannel communication strategy by managing customer data and interactions across phone, chat and email.

Adopting a CRM helped Tesco be present at all times for their customer when needed across channels. Most importantly, they were able to win the hearts of their customers.

6. Uber CRM

With a presence in 72 countries, Uber redefines how we move and eat. Uber is an American mobility provider allowing people to move conveniently from one location to another. One of the things that makes Uber special is that they’re a mobility startup with no cars. That means they’re servicing two main customer bases: drivers and passengers.

As of the time of writing, Uber has a 72% market share for ride-sharing in the United States, with about 122 million monthly active users

Uber CRM Case Study:

Uber’s mission is “ Transportation as reliable as running water, everywhere for everyone .” In other words, they aim to make transportation accessible at any time.

The big question is, what CRM does Uber use? Uber uses LiveRamp as their CRM anonymizer. Essentially, they LiveRamp CRM to segment users into specific life-cycle stages. It allows them to craft personalized and targeted campaigns that resonate with the customers.

There is a high cost to a bad reputation… it really matters what people think of us, especially in a global business like ours, where actions in one part of the world can have serious consequences in another.”  

– Dan Khosroshahi.

Furthermore, Uber uses CRM to gain deeper insights into how customers use their apps, the frequency, and overall interaction, and even sample their IDs. With these insights, Uber can better serve and delight its customers. More on Uber’s case study here.

7. McDonald’s CRM

As the name implies, McDonald’s is a fast-food conglomerate. They’re currently the leading food service organization operating over 30,000 restaurants in more than 100 countries. McDonald’s expansion strategy is bent on franchises and joint ventures. They also have some sister brands in the fast-fast industry doing incredibly well.

Mcdonald’s CRM Case Study:

McDonald’s mission statement is  to be our customers’ favourite place and way to eat and drink.  Their mission statements depict McDonald’s passion for differentiation, uniqueness, and class.

McDonald’s CRM case study is hinged on their passion for differentiation, which is evident in the architectural designs of their restaurants, food recipe and taste, service delivery, and mode of operation.

Our sustained performance gives us confidence that our strategy is working, as more customers are experiencing a better McDonald’s daily.

– Steve Easterbrook, CEO, McDonald’s.

McDonald’s uses PowerCenter CRM, which is powered by Astute Solutions. This CRM helps McDonald’s efficiently manage their huge volume of customer contacts, analyze data, and manage their store location.

The benefits of CRM software to a business are enormous, and McDonald’s is not left out. They’re equally using it to enhance their marketing efforts and close more deals.

8. British Airways CRM

British Airways is a UK-based carrier and one of the biggest airline groups in the world. They’ve built a reputable brand over the years, which has also given birth to several sister brands.

BA Group is the founding member of the Oneworld alliance. They have over 45,000 employees in 100 countries and assist about 40 million passengers annually. So how are they able to still maintain awesome customer service?

British Airways CRM Case Study:

British Airways’ mission statement is “ To ensure our customers fly confidently that together, we are acting responsibly to take care of the world we live in “. British Airways’ CRM case study is centred around “making their passengers feel confident.”

As we prepare for a safe return to travel, we remain focused on offering our customers the most convenient and affordable testing options to support and facilitate a seamless travel experience.

– Sean Doyle, CEO, British Airways

British Airways uses TCRM BA as its enterprise management solution. The company adopted it in 2002, and since then, they’ve been using it to do the following:

• Campaign management
• Management of loyalty programs
• Leisure database
• External requirements
• Cost savings

Best of all, they use this platform to efficiently manage and schedule all their marketing campaigns internally and externally. They also use for customer service across channels.

9. Amazon CRM

Amazon is an American conglomerate focusing on e-commerce, cloud computing, digital streaming, and artificial intelligence. They’re among the top 5 most valuable companies worldwide and one of America’s biggest employers.

Amazon, which started as an online book store, is currently dominating up to 7 industries. Not just that, they’re a customer-centric company famously known for their outstanding customer service.

Amazon CRM Case Study:

Amazon’s mission statement is “ to offer our customers the lowest possible prices, the best available selection, and the utmost convenience .” Amazon’s focus on the customer is truly remarkable.

Primarily, Amazon’s CRM case study follows these four guiding principles:

• Customer obsession rather than competitor focus
• Passion for invention
• Commitment to operational excellence
• Long-term thinking

We see our customers as guests at a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.

– Jeff Bezos, CEO of Amazon

In fact, they aim to become Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work. That drive to become the best led them to create innovative products like I-Click shopping, personalized recommendations, Amazon Echo, and Fire TV, to mention a few.

So, what CRM does Amazon use? Amazon developed its CRM in-house, which they use to manage its customer data across divisions, countries, languages, and products.

10. Apple CRM

Famously known for their slogan, think differently. Apple is a technology company specializing in consumer electronics, software and online services. Apple is the world’s most valuable company and the first to hit a trillion in market capitalization.

Apple CRM Case Study:

Apple’s mission is “ to bring the best user experience to its customers through innovative hardware, software, and services .” Like Amazon, Apple is a customer-centric company that is truly obsessed with its customers.

Apple is also obsessed with its product quality. Their products are highly standardized and unique. And it’s the reason why they enjoy a high level of brand loyalty. Apple’s customers are one of the most loyal sets of customers globally.

Apple CRM case study is centred around four cardinal points: Apple customer-centric outlets, understanding customer needs, Apple ID, & irresistible branding that works. I explained them in detail  here .

Also, like Amazon, Apple uses an in-house CRM to manage its customer data, marketing campaigns, and customer relationships. Apple loves owning their processes, so most of its operations are usually in-house.

Wrapping Up!

These case studies show us the efficacy and formidability of a CRM software. When out to efficient use, it can be a very powerful tool. And it doesn’t matter the size of your business, whether big or small. All you need to do is to pick a CRM that aligns with your business goals and run with it.

Looking for a CRM to start with? Here are our recommendations:  Zendesk ,  Pipedrive ,  Hubspot ,  Zoho  and  Freshsales . Click on any one of them to claim your free trial.

Frequently Asked Questions

Customer relationship management use cases are real-life examples and applications of CRM software and strategies. Like the 10 use cases from big brands listed in this article.

There are tons of use cases for CRM systems, but here are three profound ones: CRM systems can serve as a contact management system, a pipeline system for attracting and converting them paying customers, and a workflow automation station.

Essentially, the main components of CRM are contact and database management, workflow automation, omnichannel marketing capability, and integration options.

Viktor. A is a writer and researcher with experience writing about various topics, including CRM software, SaaS, finance, and technology. When he's not writing, he's swimming and travelling

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For sales reps:, 7 crm implementation case studies that every growing business can learn from.

Updated On: 05 Sep, 2023

“We are surrounded by data, but starved for insights.” ~ Jay Baer, Marketing and Customer Experience Expert

It doesn’t matter how much data is available unless we can derive meaning from it. As per a study, businesses are missing out on $5.2 million in revenue due to untapped data.

Certainly, every business is collecting plenty of data on a regular basis but not every business is using it properly. The difference lies in the fact that not every business is using a CRM that can become a game changer for them.

Also, every customer expects a lot from the chosen brand. So, it requires all businesses, whether growing or established, leverage the power of a CRM and serve their customers better.

CRM may mean different things for different businesses but the ultimate goal is to satisfy their customers through great customer experiences. The many features and functions of a CRM can play a crucial role in this and that’s why 91% of businesses with over 10 employees use a CRM.

However, CRM implementation can be a big task for growing businesses. From finding out what they need from their CRM to making a CRM choice, there’s a lot that needs to be done.  But you are not alone if this seems like a monumental task for you.

1. Omega Financial

2. vk ventures, 3. fitness bell india, 4. moneynotsleep, 5. ajay modi travels, 6. learn digital academy, 7. upanal cnc solutions, want to write your own story, 7 best crm case studies.

To give you the confidence and ideas to get your CRM implementation done right without any hassle, we have put together useful CRM case studies based on our own customers. Every CRM case study here highlights important CRM use cases and vital learnings that can help you in a number of ways.

Take a look at each CRM case study and learn how you can make the most of a CRM and get the implementation done right as per your business needs.

About the Company

Omega Financial is a renowned name in financial distribution that focuses on investment, particularly in mutual funds, and has been operating since 2010. They combine science, data, and technology with human expertise to deliver top-notch wealth management services.

🚩 Challenges They Were Facing

Being a part of the Fiserv sector, Omega Financial deals daily in bulk transactions and processes. Every transaction follows its distinct path and involves various customer touchpoints. Moreover, these transactions take place on a global scale, spanning both online and offline channels.

The main difficulty lay in overseeing the progress of these numerous operations, ensuring no task was overlooked, and assessing the overall business’s well-being. To address this issue, they required a centralized platform that could centralize all operational aspects and foster improved team collaboration.

How Kylas Helped?

Kylas has proven to be a game-changer for Omega Financial, leading to a remarkable enhancement in its operational efficiency. By implementing this CRM, the company has successfully streamlined its processes, enabling teams to work more efficiently and collaborate seamlessly. As a result, productivity has seen a significant boost across the entire organization.

One tangible outcome of this improvement is a remarkable 45% growth in sales. To effectively track and quantify sales performance , the company has adopted a system of assigning weightage points to each deal closed by salespersons.

Prior to implementing Kylas, sales executives were struggling to reach the target of 1500 points, typically achieving only 500-600 points. However, with Kylas in place, the average executive now consistently surpasses the target, scoring higher than 1500 points.  

Customer Testimonial ⭐

“We have seen a 45% increase in our sales in the past year- all thanks to Kylas. My team’s overall performance and productivity have improved because of the automation in the system. Even though Kylas is a Sales CRM all my departments use it on a daily basis. Kylas has helped us transition from hard work to smart work and I would like to rate it 5/5.” – Yogendra. S, Director of Sales, Omega Financial

Read more →

VK Ventures holds a significant position in the e-commerce and fintech sectors. The company has created a portal that facilitates merchants all over India to offer a wide range of financial and utility services. These services include account opening, cash deposits, withdrawals, recharge, bill payments, money transfers, micro-FDs, insurance, and more.

Through this portal, merchants can efficiently cater to their customer’s needs while earning a commission on every transaction they facilitate.

VK Ventures is an active player in the e-commerce and fintech sectors. The company has consistently emphasized providing exceptional services to its customers while prioritizing their needs. To support its operations, VK Ventures had an 80-member sales team utilizing a custom-developed CRM.

However, this CRM, developed in Ahmedabad, proved to be outdated and lacked essential features. As a consequence, the company encountered numerous challenges, particularly in effectively managing the large sales team and tracking leads generated from various marketing campaigns.

Thanks to Kylas, VK Ventures achieved a comprehensive customer view consolidated in a single database. This encompassed essential details like customer names, addresses, financial information, and more, readily accessible to the management.

The implementation of Kylas significantly enhanced operational agility for the company. VK Ventures successfully integrated with various external applications and ensured meticulous recording of every process in the CRM, thereby improving transparency.

The positive outcomes of this transformation manifested in increased sales and overall business growth for the company. VK Ventures now enjoys improved client management and better control over ad campaigns while making judicious expenditures across different sources.

“With Kylas, we have been able to track a plethora of fintech-related customer data with ease. Our sales reps can now instantly respond to customer inquiries, which has led to better conversion rates. The industry will witness growth in the times to come, and we are sure that with Kylas by our side, we will meet customer expectations and scale our business positively.” – Vinay Kedia, Director, VK Ventures

Fitness Bell India is a leading Fitness & Nutrition Consultation firm dedicated to helping clients achieve a healthier lifestyle. The company offers expert health advice, personalized diet plans, and tailored workout routines, all delivered through the collaborative efforts of a team of professionals, including dieticians, trainers, and healthcare experts.

With their guidance, Fitness Bell India can help you start your transformative journey towards improved health and a better physique.

Prior to adopting Kylas, Fitness Bell depended on Excel sheets to store customer records. Unfortunately, this manual data entry method was prone to human errors and consumed a significant amount of time.

As a consequence, data often became fragmented across multiple sheets, making it cumbersome to access historical information and past communications with prospects or clients. This disjointed flow of communication resulted in decreased customer experience and satisfaction.

Furthermore, the inflexibility of Excel sheets meant they couldn’t be customized to suit the company’s specific business needs, further hindering their operations. The absence of customized reporting capabilities also made it challenging to make data-driven decisions, adding to their business challenges.

Fitness Bell found the perfect fit for their needs with Kylas CRM, designed specifically for fitness professionals to efficiently engage, follow up with, and sell to clients. This user-friendly CRM empowered Fitness Bell to manage its sales process seamlessly, including contract renewals.

With Kylas, the sales team streamlined day-to-day operations related to data management, securely organizing all customer data for efficient nurturing and personalized touchpoints. Sales representatives tracked interactions with customers, while Kylas’s adaptability accommodated various membership options.

The sales manager easily assigned leads and tasks to specific staff members, ensuring timely follow-ups. The customizable dashboard provided comprehensive oversight for management, and Data Export functionality simplified data transfer.

Fitness Bell gained valuable insights for decision-making through crucial sales metrics and customized reports. Kylas’s multiple integrations fostered better relationships and faster conversions while linking WhatsApp business accounts strengthened customer connections.

Kylas played a vital role in promoting CRM adoption within the sales team, contributing to improved efficiency and success.

“With Kylas, we could scale up sales and improve customer engagement in the past 3 months. Features like Smart Filters helped us to filter data, identify hot and warm leads, and prioritize our leads. We are very happy to say that Kylas not just helped in team collaboration, but improved customer engagement as well.

Kylas does a great job of listening to its customers and keeping up with their feature-related demands. It’s a trustworthy platform that has helped in our path to success.” – Himanshu Kumar, Co-Founder, Fitness Bell India

MoneyNotSleep stands out as India’s pioneering Financial Media House tailored exclusively for Part-Time Traders. Established on December 8th, 2020, MoneyNotSleep is dedicated to delivering essential financial news updates, highlighting investment and trading opportunities, and providing market predictions for the best-performing stocks, equities, bonds, and companies.

Amidst the Covid challenges, MoneyNotSleep ventured into creating a platform for potential investors to build wealth through trading channels. However, as the business grew, it faced several hurdles. One major challenge was handling fragmented data stored in Excel, making it difficult to track leads and deals, impacting sales performance and growth.

The lack of team collaboration in closing deals was apparent, with internal communications suffering, leading to missed information by sales reps. Transitioning to a remote workforce during the pandemic added complexity in monitoring the sales team’s activities.

Recognizing the need for a comprehensive solution, MoneyNotSleep sought to reevaluate its technology strategy. They needed a scalable, integrated, and efficient platform to cater to bespoke needs while enhancing customer experience. Flexibility and adaptability were vital factors in their search for the right solution.

When the pandemic forced MoneyNotSleep to transition to remote work, coordinating with their dispersed sales teams became a challenge. However, Kylas proved to be a savior, facilitating collaboration among remote sales reps and significantly improving team performance.

Kylas brought about a revolutionary change by providing a comprehensive view of customers through centralized data management. The sales team could now track every interaction with leads, customers, and deals, gaining insights into customer behavior to cater to their needs effectively. This transformation from fragmented processes to a fully-integrated system empowered managers with complete control and visibility.

The multi-metric & multi-dimensional Reporting feature in Kylas enabled the sales team to generate performance and sales forecasting reports efficiently, surpassing the previous manual methods of progress tracking. Even while working from home, the sales manager could closely monitor the team’s activities and productivity.

Kylas streamlined data importing, particularly from external sources like their Leads databases, saving time and reducing manual tasks. With routine tasks automated, the sales team’s productivity surged, resulting in a faster sales process pipeline.

Inter-team communications improved significantly with Kylas, enabling a clear visualization of the entire customer journey and facilitating necessary corrections. The Kylas mobile app made curating client information more convenient, leading to better customer support on the go and enhanced satisfaction.

Reflecting on their journey with Kylas, Nishant appreciated the improved flow of information within the organization, directly impacting the end user’s customer experience positively. Kylas played a crucial role in helping MoneyNotSleep navigate the challenges of remote work during the pandemic and elevating their sales operations to new heights.

“After implementing Kylas, the sales team started leveraging the full potential of Kylas’s automation capabilities to take over a number of activities currently executed manually. Kylas has made our sales team more efficient and effective by automating their daily activities, reducing manual efforts, and saving time. Now our sales team can focus more on selling.

I am excited to say that with Kylas, the sales activity has increased by a whopping 150% in the last 3 months. Not just that, the revenue also went up by 20%. Kylas has allowed us to support clients better in the selling process, in turn, leading to greater customer satisfaction.” – Nishant Mishra, Co-founder, MoneyNotSleep

Ajay Modi Travels , based in Ahmedabad, is a well-established travel service company renowned for its diverse range of travel-related offerings across India. With over two decades of experience, the company remains dedicated to delivering top-notch services and tailor-made holiday packages to its valued customers.

The Indian travel and tourism industry took a hit during the pandemic, causing a significant decline in both domestic and international travelers. Ajay Modi Travels also experienced the adverse effects of this situation, leading to an unexpected slowdown in their business.

As the pandemic situation gradually improved, the travel industry began to witness signs of recovery, and Ajay Modi Travels saw a surge in inquiries. Recognizing the opportunity to capitalize on this increased interest and fortify their position in the market, the team decided to take action.

The influx of inquiries brought a diverse range of requests for customization, highlighting the need for a robust system to manage customer data and streamline all processes. Additionally, handling bulk data through manual entry became inefficient, prompting the search for an automated solution that could efficiently manage appointments and booking deadlines, ensuring no opportunities were missed.

Thanks to Kylas CRM, Ajay Modi Travels achieved a comprehensive 360-degree view of their customer database, including crucial details like names, addresses, booking history, and more. This enabled travel agents to efficiently manage customer accounts and handle bookings, saving valuable time.

The streamlined tracking of miscellaneous travel-related data made responding to inquiries easier, improving conversion rates.

Mr. Alaap Modi expressed satisfaction with Kylas’s support and customizable features. The platform seamlessly integrated lead capture forms, prioritized inquiries, and assigned them to the right agents. Workflow automation empowered in-house tour managers to create custom rules based on customer preferences.

With Kylas’s automation, concerns about missed appointments or inquiries vanished, as custom rules ensured prompt communication through emails and reminders. Mr. Alaap Modi also praised Kylas’s receptiveness to new ideas, making the partnership even more valuable for Ajay Modi Travels.

“Currently, we have 20+ users using Kylas, and let us tell you that they have not missed a single lead or call from any prospective traveler. Kylas didn’t just help us boost our sales; it also helped us build strong relationships with our clients. In fact, in the last 6 months, our sales increased to 30% and our customer satisfaction improved by 20%. This CRM is beneficial for businesses looking forward to scaling new heights. I would recommend Kylas CRM to everyone in the travel & tourism industry.” – Aalap Modi, Co-Founder, AjayModi Travels

Learn Digital Academy is a specialized training institute committed to empowering students with university certifications and on-campus placements. Distinguished as India’s sole awarded agency-based digital education institute, they offer a comprehensive learning journey encompassing training, certification, internships, and placement opportunities.

With a dynamic team of professionals, their mission revolves around upskilling aspiring individuals in cutting-edge disciplines like digital marketing, data science, artificial intelligence, and graphic design. As they continue to grow, Learn Digital Academy remains dedicated to providing a transformative learning experience for all.

As Learn Digital Academy expanded as an Ed-Tech business, its counselors found themselves handling a substantial amount of information daily. Initially, they utilized LeadSquared as their CRM for the sales team. However, when the management made the decision to downsize the sales team, they had to transition to using Excel and Google Sheets for data management.

The counselors at Learn Digital Academy regularly reached out to prospective students to identify suitable candidates and boost enrolments. Managing call logs for each call on Excel became a challenging task, leading to difficulties in following up on inquiries promptly, which ultimately resulted in a decline in the enrolment rate.

Recognizing that Excel sheets were no longer sufficient to meet their needs, Nishant realized it was time to explore alternative solutions for their data and customer management requirements.

Kylas CRM proved to be a game-changer for LearnDigital Academy, streamlining student enrolments and admissions with its comprehensive view of every contact and inquiry. The team seamlessly synchronized inquiries from various sources, efficiently tracked incoming students and stored all their details in one centralized location.

The Bulk Update and Bulk Delete features offered by Kylas CRM significantly reduced manual efforts, enabling the team to manage a large volume of student inquiries effortlessly and save valuable time.

Nishant highlighted the transformative impact of Kylas CRM on their counselors, who can now make one-click calls to candidates through IVR directly from the platform, greatly enhancing their outbound efforts.

Moreover, Nishant commended the seamless onboarding and adoption process for this new platform. The availability and responsiveness of Kylas’s Customer Success team through various communication channels, including Telephony, Chat, WhatsApp, and Email, impressed Nishant.

He further praised the team’s promptness in responding to queries within an hour and resolving issues within 24 hours, always handling their requests with utmost priority.

“Kylas’ notes, task reminders, and meeting updates have helped our counselors organize their daily tasks better. Our productivity has improved with this CRM system and most importantly- now we do not miss out on a single lead.

The productivity dashboard, multi-dimensional reports, and Smart Lists in Kylas helped us track inquiries that needed follow-up by our counselors .

I am delighted to say that due to timely follow-ups through Kylas’s automated messages and emails, our overall enrolment rate has improved significantly by 30%.” ­ – Nishant Jhunjhunwala, Co-Founder, Learn Digital Academy

Established in 2011, Upanal CNC Solutions specializes in offering service and maintenance programs for all CNC machine services. As a prominent wholesaler and dealer, Upanal provides a wide range of products, including Milling Machines, Turning Machines, CNC Machine Spare Parts, and more.

Headquartered in Bengaluru, Upanal is known for its tailor-made service and maintenance programs, catering to various needs, from simple care maintenance of technically challenging CNC machines to handling exceptional masterpieces in the industry.

Upanal CNC Solutions, a thriving business, upholds the belief of delivering top-notch service at competitive rates, all while understanding and catering to the unique requirements of its clients. As its clientele base expanded rapidly, Upanal recognized the importance of having a cohesive system that could provide a clear overview of its sales pipeline.

To meet their evolving needs, Upanal sought a CRM solution that would efficiently organize their sales team’s workflow and minimize errors in data collection. They required software that would enable their sales team to consistently follow up with clients, thereby enhancing the likelihood of lead conversions.

Thanks to Kylas, Upanal gained invaluable transparency, allowing them to access a comprehensive view of each customer’s activity log in a single place. The need for centralized information concerning clients, leads, and deals, including contacts, calls, past meetings, and opportunities, was fulfilled, significantly enhancing the visibility of their sales pipeline .

When asked about the top three features appreciated by Poonam, she highlighted Kylas’s ability to create custom reports and provide insights into sales performance. The automated workflows were also a standout feature as they allowed for streamlined sales processes. Additionally, the in-app notifications kept the sales representatives updated, ensuring no important updates or tasks were missed.

“Not only that, Kylas’ robust customer service helped us with quick training that helped our team get adapted to new business processes easily. Transitioning from one software to another was effortless.

It has been going great with Kylas and I am glad we made the switch. As a sales CRM, I would rate it 4/5.” – Poonam Anvedkar, Internal Sales Team Leader, Upanal CNC Solutions

With the right CRM in place, you can serve your customers in the best manner possible. If the CRM implementation is done correctly, it doesn’t matter how much your customer expectations evolve. You will always be on top of your sales.

If you want to understand how Kylas can help your business grow, Schedule your Demo with us and we will tell you how.

Shagun Sharma

Shagun is a content marketer at Kylas, extremely well-versed in all things Marketing. She works closely with the sales team to create best-in-class content for our readers. Her experience combined with her thorough research skills makes all her blogs very in-depth and insightful. In her leisure time, Shagun enjoys hiking, gardening, and immersing herself in music.

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Customer Relationship Management Software: A Case Study

• Post author: Maryliya M J
• Post published: January 18, 2024
• Reading time: 13 mins read

Customer Relationship Management (CRM) Software: A Case Study

Table of contents.

Customer Relationship Management (CRM) software has revolutionized the way businesses manage and nurture their relationships with customers. In today’s highly competitive market, maintaining strong customer relationships is crucial for success. CRM software provides organizations with a comprehensive solution to effectively manage customer interactions, streamline processes, and drive growth.

Introduction to Customer Relationship Management Software

Definition and overview of customer relationship management software.

Customer Relationship Management software is like your personal assistant for managing and nurturing relationships with your customers. It helps businesses track and organize customer data, streamline communication, and improve customer interactions. Think of it as a digital Rolodex combined with a supercharged to-do list.

Importance of Customer Relationship Management Software in Today’s Business Environment

In today’s fast-paced and hyper-competitive business landscape, building and maintaining strong customer relationships is crucial. Customer Relationship Management Software provides a centralized hub for storing and accessing customer information, ensuring that no interaction slips through the cracks. It helps businesses personalize their approach, anticipate customer needs, and ultimately increase customer loyalty and satisfaction. Plus, it helps streamline internal processes, boosting efficiency and productivity.

Benefits of Implementing CRM Software

Enhanced customer data management.

Say goodbye to the days of sticky notes and scattered spreadsheets. Customer Relationship Management Software provides a secure and organized space to store key customer details, interactions, and preferences. This wealth of information helps businesses understand their customers better, tailor their offerings, and deliver personalized experiences. It’s like having a photographic memory for all your customer interactions.

Improved Customer Service and Satisfaction

Customer Relationship Management Software enables businesses to provide top-notch customer service by ensuring that no customer request or inquiry falls through the cracks. With quick access to customer history and preferences, businesses can deliver more personalized and relevant solutions. It’s like having a customer service superhero on speed dial.

Streamlined Sales and Marketing Processes

Customer Relationship Management Software acts as a collaborative platform for sales and marketing teams, streamlining their workflows and improving communication. It helps track leads, manage pipelines, and automate follow-ups, ensuring that no sales opportunity gets left behind. It’s like having a Swiss army knife for your sales and marketing efforts.

About the Client

Our client, a sales-centric organization, faced challenges in managing customer interactions effectively. With a growing customer base, they recognized the need for a solution to centralize customer data, automate lead management, and enhance communication with clients. To address these challenges, they embarked on the development of a tailored .NET-based Customer Relationship Management Software.

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Project overview.

The project aimed to develop a comprehensive Customer Relationship Management Software solution to centralize customer data, automate lead management, and improve communication with clients. The primary objectives included seamless integration with email and communication tools, automation of lead tracking, and the incorporation of analytics for a better understanding of customer behavior and preferences.

The Challenges

• Disparate Customer Data: Customer data was scattered across various platforms, making it challenging to have a unified view.
• Manual Lead Tracking: Manual processes for lead tracking were time-consuming and prone to errors.
• Limited Communication Tools: The absence of integrated communication tools hindered effective interaction with clients.

The Solution

Our team of skilled developers and project managers collaborated to design and implement a comprehensive .NET-based Customer Relationship Management Software. The solution included modules for centralizing customer data, integrating with email and communication tools, automating lead tracking, and incorporating analytics for a more profound understanding of customer behavior.

Key Features of the CRM Software

• Centralized Customer Data: The CRM centralized customer data, providing a unified view across the organization.
• Integration with Communication Tools: Seamless integration with email and communication tools enhanced client interaction.
• Lead Tracking Automation: Automated lead tracking streamlined the lead management process, reducing errors and accelerating response times.
• Analytics for Customer Insights: Robust analytics tools provided insights into customer behavior and preferences, enabling more personalized interactions.

The Outcome

The Customer Relationship Management Software was successfully deployed, resulting in significant improvements in customer interaction and lead management. Centralized customer data, seamless communication, and analytics contributed to a more customer-centric approach and enhanced sales processes.

Our team’s expertise in developing a tailored Customer Relationship Management Software using .NET technologies effectively addressed the client’s challenges. The implementation of centralized customer data, communication tools integration, and analytics tools contributed to a more efficient and customer-focused sales organization.

In conclusion, the implementation of Customer Relationship Management Software has proven to be a game-changer for businesses aiming to cultivate and strengthen their customer relationships. By harnessing the power of CRM software, organizations can effectively manage customer data, enhance customer service and satisfaction, streamline sales and marketing processes, and ultimately drive growth and revenue. The case study discussed in this article serves as a testament to the transformative impact of CRM software on a company’s operations and success. As businesses navigate the ever-evolving landscape of customer relationship management, embracing CRM software and its associated best practices will undoubtedly play a crucial role in achieving long-term success and sustainability.

Are you struggling with customer data management and lead tracking challenges? Contact us today to explore how our expertise in CRM development can transform your sales processes and drive customer satisfaction.

1. What is Customer Relationship Management ( CRM ) software?

CRM software is a technological solution that helps businesses effectively manage and strengthen their relationships with customers. It provides tools and functionalities for capturing, storing, and analyzing customer data, facilitating communication and collaboration, and streamlining sales, marketing, and customer service processes.

2. How can CRM software benefit my business?

Implementing CRM software can bring numerous benefits to your business. It enables you to have a centralized and comprehensive view of customer data, enhancing your understanding of customer needs and preferences. This, in turn, allows you to provide personalized and targeted experiences, leading to improved customer satisfaction and loyalty. CRM software also helps streamline operations, automate repetitive tasks, and improve collaboration between teams, ultimately driving efficiency and productivity.

3. How do I select the right CRM software for my company?

Selecting the right CRM software involves careful consideration of various factors. It is important to evaluate your specific business needs and goals, assess the scalability and flexibility of the software, and consider factors such as ease of use, integration capabilities, and pricing. It is recommended to involve key stakeholders, conduct thorough research, and even consider trial periods or demos to ensure the chosen CRM software aligns with your company’s requirements.

4. What are some best practices for implementing CRM software?

Successful implementation of CRM software requires proper planning and execution. Some best practices include clearly defining your objectives and goals, ensuring strong leadership and stakeholder involvement, providing adequate training and support to users, and continuously monitoring and evaluating the system’s performance. It is also important to regularly update and optimize your CRM software to align with evolving business needs and technological advancements.

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20 CRM Use Cases for Business Growth in 2023

Strong customer relationships are key to driving sustained revenue growth and profitability. That’s why, according to Grand View Research, more than 90% of companies with more than 10 employees use customer relationship management (CRM) solutions, which store all customer-related information and help to build enduring customer relationships by integrating sales force automation, marketing automation and customer service. There’s a vast number of ways to apply a CRM system to improve business operations, from automating routine tasks to analyzing customer behavior and tracking sales performance. Here are 20 of the most common CRM use cases that can help drive business growth.

20 Key CRM Use Cases to Explore

CRM solutions help companies increase productivity through automation, better understand customer behavior and deliver a better customer experience, among many benefits. Use cases span the entire customer life cycle, from initial contact to customer support and follow-up sales.

Automate Repetitive Tasks

One of the biggest benefits of a CRM solution is that it reduces the time and labor required for everyday tasks, thus increasing the productivity of sales, marketing and customer service teams. A CRM system can automate repetitive jobs such as sending routine marketing emails, for example. By creating email templates and then setting rules defining the triggers for sending those emails, you can ensure that every new lead automatically gets a welcome email introducing your product or service. Then, when the recipient opens or responds to the email, the CRM system can schedule a follow-up call for the assigned sales rep. Automating these steps frees the sales staff to spend their time on more valuable and productive activities, such as talking to potential customers who are close to making a big purchase decision.

A CRM can automate many other tasks, including lead assignment, tracking metrics and dialing and logging phone calls. Bailey International, a leading manufacturer of hydraulic components, used CRM and contact-center management software to streamline customer interactions by automating steps such as routing customer calls, retrieving customer information for agents and tracking information about each call. As a result, the company cut call-answer times by 15% and reduced call abandonment by roughly 60%-70%.

Build an Omnichannel Customer Experience

Since consumers can design their own coffee drinks and ringtones, it isn’t surprising that they also want to choose how to interact with companies they do business with. Customers often interact via multiple channels: They may buy from a web store, return goods to a physical location and contact customer service via online chat. A CRM can help build a unified customer experience across all these channels. For example, you can offer support to customers through whichever channel they prefer: email, text message, chat, social media or even face-to-face meetings. A CRM can also track all these interactions, so you have a complete record of every contact with the customer.

It’s important the system provides a seamless experience for customers. Without careful design, there’s a risk that customers may receive different information through different channels, or they may have to repeat the same information repeatedly. An integrated enterprise resource planning (ERP) software suite that supports CRM, ecommerce and other business functions can help companies deliver a unified customer experience. That approach helped Altex Computers & Electronics create a comprehensive omnichannel system for both digital and brick-and-mortar sales (opens in new tab) , with unified payment processing and an appealing online shopping experience.

Personalize Customer Experiences

Personalized communications can help customers feel more valued — and increase the likelihood that they’ll raise their level of engagement with the company. CRM solutions can gather information from customer records and their previous interactions to add relevant content to texts, chat, social media or email. For example, they can send special offers on a customer’s birthday or suggest additional products that complement a customer’s previous purchases. Enthusiastic home chefs who have been browsing high-end blenders might receive offers for add-ons like special-purpose blades.

Prioritize Leads

There’s no universal code for how to convert prospects into paying customers but prioritizing and targeting the right leads certainly increases the chances of success. A CRM system can help by lead scoring, a process that ranks leads based on their potential value to the company. The CRM does this by assigning points to each lead, based on predetermined rules that you choose. Lead scoring helps salespeople home in on the strongest leads.

In its most basic form, lead scoring assigns points based on demographics, such as the prospect’s industry or job title. But scoring is most effective when it is driven dynamically by the interactions between the lead and your company. If your firm launches a promotional email campaign, for example, all the leads who open the email would earn points, and those who followed a link in the email to your website would get still more points.

Develop Sales Prospects

While a good product, fair prices and skilled salespeople are all important, sales is ultimately a numbers game. The more prospects you start with, the more customers you’re likely to end up with. Those prospects don’t just appear out of thin air: Generating a large prospecting pool can take a lot of time and manual effort.

A CRM system can turbocharge that process by automating data entry and other time-consuming steps. Instead of manually entering every prospect’s name and address from a sales event or trade show, you can import a list into your CRM and automatically create a separate record for each prospect. The CRM can also capture email addresses that prospects enter on your website, so you can target them in marketing campaigns.

Conduct Sales Outreach

With prospects and leads identified, it’s time to introduce them to your product or service. A CRM solution can help automate outreach, then track and analyze progress. For example, the CRM can personalize outreach efforts, such as email messages, based on the prospect’s history. It can track each attempt to reach a prospect and record whether — and how — they responded. Outreach remains important even after someone has become a customer. A CRM system can flag customers whose contract is about to expire and send them reminders or prompt a salesperson to contact them.

Follow Up on Leads

The good news: Leads are responding to your outreach. The bad news: Manually filtering, organizing and following up on those responses is hugely time-consuming. If you have a CRM, you can use it to handle much of the heavy lifting. For example, some CRM systems can automatically schedule follow-up calls to anyone who responds within the first few days, while sending follow-up emails to those who have not responded at all. Given that prospects often must be contacted many times before they buy anything, automating these steps can save a lot of time.

Manage Sales Processes

A CRM system can help create efficient, consistent sales processes tailored to specific products and markets. Suppose you sell high-value personal care products, with one product line for businesses and another for individual consumers. Creating a single process for both makes no sense, since businesses typically perform a lengthy evaluation before buying in bulk, while consumers typically make snap purchases of single items. A CRM can help define different processes for each market and track them separately. For example, you may be able to:

• Define deal stages, automate each step and track each deal as it moves along the process.
• Create custom fields that store unique information needed for each process — not just name, email address and phone number but also information specific to each industry or company.
• Automatically assign leads to the appropriate salesperson or team.

Manage Salespeople More Effectively

CRM systems provide sales managers with insights into the performance of sales teams, helping them manage teams more effectively. Real-time dashboards enable managers to monitor performance at an individual and team level, tracking metrics such as total sales, percentage of quota achieved, average deal size and lead-conversion rates. Leading CRM systems let companies personalize dashboards for each salesperson, which can help them stay motivated and track progress toward their goals.

Analyze Sales Cycles

By consistently documenting and tracking each step in the sales process, a CRM system enables detailed analysis of the sales cycle. This helps the company pinpoint bottlenecks and take steps to eliminate them. These insights may be particularly helpful to companies that sell to other businesses and have a lengthy sales cycle. For example, if it takes so long to create proposals that prospects choose a competitor rather than waiting, you may need to streamline proposal generation. You can also analyze whether there are differences in how long each salesperson takes to complete different stages in the cycle, so you can address individual team members’ problems.

Onboard New Clients

One you’ve successfully converted a lead into a customer, an efficient onboarding process can help ensure a smooth customer experience and encourage customers to engage with your products. A CRM can automate onboarding workflows and reduce the time required, especially when the CRM is combined with other business applications and tools, such as robotic process automation. For example, information in the CRM could be used to automatically fill in the forms required to open a customer account and verify the customer’s information.

Analyze Customer Behavior

A deep understanding of customer behavior can be critical to retaining customers and winning new ones. The CRM contains a wealth of information about how customers behave. You can use that knowledge to improve customer engagement, promote add-ons or other products, and personalize services. For example, the CRM can help analyze:

• How you acquired the customer. A client who visited every page of your website and had extensive conversations with salespeople probably knows a lot about your product and may be more committed to it. In contrast, someone who made a quick purchase and hasn’t otherwise interacted with your company may need to be re-sold over time.
• How the customer is using your product. Your customer purchased a 35mm digital camera. If they’re asking customer service how to use the most advanced features and ordering additional lenses and other add-ons, they may be more likely to become a loyal customer. Some CRM systems can generate engagement scores so that you can either reward your core customers or reach out to the less-engaged to promote additional features, offer product education and so on.
• How the customer interacts with you. Does a customer read specific marketing or educational materials such as blog posts? How often do they visit your website — and which products do they look at? CRMs can track those interactions and target marketing and sales efforts accordingly.

Monitor Your Competition

Your CRM may help you track how you’re doing against key competitors — and take steps to win back customers you lose. For example, you may be able to record information such as which deals were lost to which competitors, so you can analyze common factors that may explain why. Then you can create campaigns that target those lost prospects and highlight new differentiating features you’ve developed.

Track Your Churn Rate

Every company would like to be able to say it never loses customers — but a zero percent customer churn rate usually isn’t realistic. Churn is often calculated as the percentage of customers lost during a specific period, although other formulas can also be used. A CRM can help companies automatically measure and analyze churn , so they can focus on investigating the causes and identify steps they can take to minimize it. A rising churn rate may be a sign of serious problems.

Engage in Strategic, Proactive Management

Because a CRM gathers extensive data about your interactions with customers, it can be a critical tool in supporting decision-making. Analyzing the data in the CRM can help you spot trends and problems sooner, so you can make decisions and act proactively to capitalize on opportunities and prevent minor issues from developing into serious challenges. For example, you can analyze factors associated with a drop in leads or a decline in customer engagement. You can analyze the most frequent problems reported to customer service and prioritize resources to address them.

Help Agents Help Customers

With a good CRM system, agents have a much more complete picture of the customer’s history, including all previous interactions with the company. That allows the agents to provide a better customer experience. When customers call, they no longer endure the frustration of repeating information from previous calls or chat sessions because the agent has access to all previous customer support interactions. The CRM can also help escalate the response if agents realize they need a manager or a more experienced representative to take over during a call. If an agent is seeking help, the system will automatically find the appropriate person and transfer the call.

Help Salespeople Manage Travel

For salespeople who need to travel to different customer sites during the day, a CRM system can make sure they take the most efficient route to arrive on time. This helps increase sales productivity while keeping customers happy. Some CRM solutions integrate sales reps’ calendars with mapping software, providing reps with a visual presentation of their day’s itinerary and step-by-step directions to reach their next appointment. Support for mobile devices means reps can use the software on the road.

Monitor Data Security

Customer information is some of the most valuable data that your organization holds. Compromise of that data can damage the company’s bottom line and reputation. When customer information is scattered across multiple spreadsheets and other documents, instead of being stored in a well-designed CRM system, it becomes more vulnerable to hacking and theft. Leading CRM systems typically include access controls and other security features that ensure only authorized employees can access the system and restrict access based on the user’s role. Companies can also monitor suspicious activity and set rules preventing access at specific times.

Align Sales and Marketing

A CRM can help companies forge alignment between sales and marketing teams, supporting the ultimate goal of increasing revenue. With better insights from sales into what clients are buying and why, marketers can adjust lead scoring criteria based on the likelihood that they’ll drive sales. Then they can refine those criteria as they analyze the sales that result. The CRM can also automate the process of passing leads from marketing to sales.

Increase Profitability

Ultimately, a CRM system supports profitability by increasing revenue and boosting productivity. Some of the ways a CRM contributes include:

• Automation in sales, marketing and customer service, which reduces overall costs by enabling each group to become more productive.
• Higher lead-to-sales conversion rates, due to better-targeted marketing and a better understanding of customer needs.
• More cross-selling, facilitated by improved knowledge of what customers have bought and which complementary products they may be interested in.
• More enduring customer relationships, fueled by better customer experiences throughout the entire lead-to-customer journey.

CRM Use Case Template

Building a library of use cases helps the company define all the ways that employees will use a CRM. This can be extremely useful when determining the business value of CRM, evaluating and implementing solutions, and developing training. A use case template can help you build a library quickly and in a consistent format.

Get the free use case template

This CRM use case template provides a basic structure to define each use case, laying out the business problem to be solved, the ideal solution, which processes will be affected and how employees will interact with the system.

Download this template (opens in new tab)

Choosing the Right CRM for Your Business

Because a CRM plays such an important role in the business, it’s important to take the time to select the right solution for your needs. An important step is to bring all stakeholders together to compile a detailed checklist of what you want to accomplish with the system. Key questions to consider include:

• What problems are you trying to solve? Prioritize the company’s goals, whether they are improving sales productivity, targeting better prospects or improving customer service.
• How much can you afford? You’ll need a realistic idea of both the true cost of the system and your budget.
• What technical support do you have? A cloud-based solution requires less IT expertise than an on-premises system.
• How big is your business? Think about whether the system will support your future growth plans as well as current needs.
• What’s unique about your business? Look for products with the specific features you need and vendors that have customers in your industry.
• How are you going to access the CRM? If employees need to access the system from home or on the road, a cloud-based system with mobile support may be the best fit.
• Do you need the system to integrate with other software? Some CRM solutions integrate well with business systems that handle financial, inventory and ecommerce applications.

NetSuite CRM is a cloud-based solution that supports sales force automation, customer service and marketing automation, with additional functions such as partner relationship management. As part of an ERP suite , NetSuite CRM integrates closely with financial, inventory and ecommerce applications to help companies manage the entire customer life cycle. NetSuite CRM provides visibility into all customer interactions, supporting improved sales performance and customer satisfaction.

Video: Rural Utility Service Centralizes Communication in NetSuite CRM

A comprehensive CRM can be applied to an extraordinarily wide range of use cases to improve sales, marketing and customer service. The benefits include increased productivity, a better understanding of customer needs and, ultimately, more sales and higher profitability.

#1 CRM In The Cloud

CRM Use Cases FAQs

What are CRM use cases?

A use case describes how users interact with a CRM system for a specific purpose. The focus is on the applications, not system design or structure. A complete set of use cases specifies how a company will use a CRM. Collectively, these use cases define all the behavior required of a CRM.

What are examples of a CRM?

Comprehensive CRM systems combine sales force automation, marketing automation and customer service. Some are integrated with other applications; others focus primarily on specific subsets of these capabilities. For example, some products are primarily sales force automation tools, while others are largely designed for customer support.

How is a CRM used?

A CRM provides a central place to store information about prospects and customers, tools to analyze the data in the system, and applications to support sales, marketing and customer support. CRMs are used to automate routine tasks, personalize customer contact, identify business trends and otherwise improve business operations and results.

What is a CRM, explained with example?

A CRM helps manage all of a company’s interactions with customers and prospects. For example, the CRM can track customer purchases and browsing history, and then mine that data to personalize marketing. It may send customers product recommendations based on their purchasing or browsing histories. CRM solutions that are integrated with ecommerce and inventory systems also support unified purchasing and support processes.

CRM vs ERP: What’s the Difference?

Businesses looking to automate core business processes typically look at two main software solutions, enterprise resource planning (ERP) and customer relationship management (CRM). ERP helps companies run…

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Three CRM implementation case studies you can learn from

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Covering the key issues faced by businesses selecting and implementing CRM.

UK Hotel Chain

In this case study , ensuring staff involvement, consistency and adaptability was key to the implementation of the hotel’s CRM.   Let’s break it down into sections:

Adaptability – you need to include room for growth and transformation as failure to do this may result in your CRM not expanding as your brand and customers do.  This hotel chain did it right so as they grew, the CRM enlarged with them.

Consistency – this issue reared its head when it was found that the sales team and customer service department were not entering data in the same way; this can result in duplicate and inaccurate records. Everyone needs to sing to the same hymn sheet so it is a good idea to have an official process documented for data entry, ensuring that everyone is briefed.

Staff involvement – failure to involve staff from day one meant that some staff were averse to using the new CRM.  Everyone should be included in the collaboration from the beginning and included in the de-brief once the new system is in place.  You will be assured of everyone knowing what to do and staff will feel included and involved.

International Bank

Here the bank had to quickly learn that they focused on technology at their peril and that customer relations should always be a priority. By becoming too absorbed with technical aspects and not thinking about how the CRM would impact upon customers, processes had to be revised and changed.  

You can learn from their mistakes by making sure that your CRM strategy is influenced by all of your customers, current and new.  Maintaining a strong relationship between your sales and customer service team and consumers is one of the biggest assets that CRM technology can influence.  By ensuring that your CRM tactics enhance your image and do not dilute it, your company will be seen to be far more approachable.

Retail Outlet

Does your CRM system provide you customers with a great level of satisfaction?  If not, you may fall into the same trap that this retail outlet did . Because they did not set the CRM up correctly when the system was implemented, customer surveys soon revealed that many were being left feeling less than happy.  Once the information from all outlets had been analyzed, the CRM had to be tweaked so that customer service staff could respond quickly to customer complaints or product questions.  

Don’t expect your CRM vendor to tell you what to do; analyze your own data and analytics and take notes of any issues that crop up.  If you find the same hurdles cropping up frequently, then you need to make a change quickly or risk customer relationships being damaged.

So as you can see, not everyone gets it right first time but by learning from their mistakes you can improve your own success rate and increase sales accordingly.

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Amazon. No, we’re not talking about the South American rainforest. But when it comes to sheer size, we might as well be. Amazon is an ecommerce goliath – a household name where you can buy almost anything you might want or need, and have it delivered the next day. So what’s been the secret behind its massive success?

Amazon’s world class Customer Relationship Management (CRM) strategy, of course.

Amazon is growing every year. In Q4 2022 alone, it reported a colossal $149.204 billion in revenue – a 9% increase from the same period in 2021. According to Bloomberg, Amazon’s founder Jeff Bezos’ net worth is currently $143 billion and he’s well on track to become a trillionaire by 2026  – although the company itself surpassed that particular milestone when it reached a market value of $1.32 trillion in June 2020. So just how did Amazon’s CRM take it from its humble roots as a garage-based online bookseller to unfettered digital dominance?

Developing its CRM strategy has helped Amazon retain customers, and tailor its service around the individual . And crucially, it’s helped it sell to its millions of loyal customers not once, but again and again, while fighting off swarms of competitors.

Salesforce is our top pick for email marketing and contact management. Learn more by visiting Salesforce's website.

The Amazon story

1994: Jeff Bezos founds company as an online bookseller

1997: Reaches one million customer accounts

1998: Expands into selling CDs and DVDs

2001: Makes first profit in final quarter of year

2005: Launches Amazon Prime

2007: Launches the Kindle e-reader

2017: Acquires supermarket chain Whole Foods Market

2020: In February, Amazon becomes just the fourth tech company in the world to reach a valuation of $1 trillion

2021: Purchases 11 aircraft from Delta Air Lines and WestJet Airlines to join ‘Amazon Air' – the ecommerce titan's burgeoning entry into the cargo network space.

2022: Receives awards in the Best Product and Design Team and Best Places to Work in Seattle categories at the Comparably Awards.

2023: Ends its charity donation program in February as a cost-cutting measure.

Bezos initially wanted to call Amazon ‘Cadabra,’ but it was abandoned for sounding too much like ‘cadaver.’ Fair enough… it was a pretty dead idea, anyway!

Amazon's CRM strategy: the secret to success

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”

–  Jeff Bezos , founder and CEO of Amazon

A strong emphasis on the customer is the foundation of Amazon’s success – and it’s the company’s intelligent use of CRM that has enabled this. But it doesn’t use your typical CRM software such as Zoho or HubSpot. Developed in-house, Amazon’s CRM software captures customer data at the point of purchase, which it uses to instantly customise its users’ online experience and get a full view of the customer journey. It learns about customer habits, improves relationships from the first purchase, and reduces returns or even cart abandonment based on the customer’s ecommerce activities.

A conventional CRM will be able to get the job done well for the vast majority of businesses,  but Amazon has the resources to create and maintain its own CRM, which has specific features designed to work seamlessly with the Amazon platform. With its custom-built CRM, Amazon can be 101% sure that operations will run smoothly, workflow can be improved from top to bottom, and customers will be taken care of.

So why do customers keep coming back? Well, Amazon’s interface is simple and easy to use. You can view your own order history and how much you’ve been spending, and returns are handled swiftly through the system. Re-ordering is a breeze, and you can track your purchase through every stage of the delivery process.

All of this is down to how Amazon has managed to overcome common CRM problems, as well as the ecommerce giant's intuitive use of CRM software. Let’s take a look at how it works.

Are you interesting in using CRM software? Check out our guide to the best CRM systems for small businesses .

The top 5 ways Amazon uses CRM

When someone buys something on Amazon for the first time, Amazon asks them to set up an account. Why? Because it makes for a smoother and more personalised experience, as they’ll get recommendations based on their interests.

This allows Amazon to tap back into what its customers like and sell to them on an ongoing basis. Amazon’s CRM brings customers tailored offers and promotions based on their past purchases – a popular approach to CRM that's also well-utilised by the likes of Apple and Uber.

This is why a CRM system is an indispensable tool for carrying out your marketing strategy. It’s not just essential to customer service, but sales and marketing too. To execute the perfect marketing campaign, you must have a clear understanding of what your existing customers need, and a CRM software will be able to help you better analyse customer data so you can address those needs.

2. Personal data collection and storage

Amazon’s CRM stores its customers’ personal and payment details when they create an account to buy something. And no, it’s not for any sinister, shadowy purposes (we hope!) – it simply makes it that much easier for customers to purchase again. They can order with one click – knowing that their personal data is protected by Amazon Pay's industry-leading fraud prevention tools – and have their item arrive the next day.

Just remember that businesses must comply with the General Data Protection Policy (GDPR), an EU regulation on data privacy standards . When customers are confident that the companies they do business with are protecting their personal information, trust automatically grows. This is an essential layer to add to the client relationship you’ve been cultivating.

With that in mind, it’s not hard to see why Amazon is crushing the competition .

Another great thing about Amazon’s CRM? The recommended products feature. When customers are logged in, Amazon will recommend products that might interest them based on their past purchases. Customers can also check out what other people viewing an item also bought, and explore related products with ease. Offering these temptations without pressuring the customer is what’s helping Amazon turn over billions every year.

Likewise, your customer’s purchase history, which is archived in your CRM system, can be used to provide exceptional customer service. Through this information, you can anticipate your customers’ needs based on what they’ve purchased or viewed, which will result in getting your salespeople to sell more.

▶ Read more: The Best Cheap CRM Systems

The big one. Amazon customers can deal with almost every issue they might have through their account. The returns process is all dealt with online too. And if there’s something that does require them to speak with a customer service assistant? CRM to the rescue again. Any Amazon staff they speak to will have their details at the ready, meaning quick and efficient resolutions to all problems – and more satisfied customers.

Using your CRM system, you can program ready-to-use email templates. If a customer complaint comes in and you respond immediately, this allows the customer to relax more, confident that their issue is already being handled. Besides, a quick response is a sign of professionalism and, without a CRM software, you won’t be able to pacify your customers.

Amazon’s use of CRM has been influential in the growth of its services. Its dedication to its customers led to the invention of the Kindle, while Amazon’s online Kindle Marketplace offers a tailored experience with unique book suggestions.

Amazon Prime Video has also become one of the biggest streaming services out there. It offers hand-picked film and TV choices for each customer, which wouldn’t be possible without CRM.

CRM is at the forefront. CRM is at the backend. CRM provides you a 360-degree view of what your customers need. Whether it’s the addition of AI in the system or coming up with a better product to service and, of course, retain existing customers, CRM is a huge factor in helping you unlock business growth.

Next Steps: how to start using CRM

CRM might just be the most important tool in your customer communications arsenal, but you need to know which CRM software you should invest in. A good one can help you increase sales, manage your staff, create better marketing campaigns, analyse data, and nurture leads.

Discover how CRM is redefining the success of other major brands with our CRM case studies , or jump straight into choosing a CRM system for your business today:

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• 10 Examples of Businesses using CRM to Boost Sales Efficiency

“The world’s most valuable resource is no longer oil, but data.”

– the Economist.

And an intelligent CRM as valuable to use this data creatively and conquer your customers’ hearts. 

Research  indicates that 80% of customers are more likely to purchase your product if personalized. CRM software tracks and analyses customer interactions throughout their relationship with your company. CRMs enable organizations to improve their marketing, sales, and customer service by accumulating data about customers, allowing them to create a personalized customer experience for each individual. The various features and functions of a CRM make it indispensable to growing companies,  with 91%  of businesses with over 11 employees using CRM. If you are still debating the benefits you can reap using a CRM, here are ten CRM use cases .

CRM use cases: 1. Asher College- CRM for greater student engagement 2. CCDR – CRM for financial services 3. BYJU’S – Using CRM to measure every step of the process 4. Meesho – CRM for better seller management 5. Rohan Builders – CRM to increase property sales 6. Max Life Insurance – A customizable CRM 7. IndiaLends – Using CRM to reduce the chances of human error 8. NestAway – CRM for zero lead leakage 9. Tricoci University – Using CRM for greater process efficiency 10. Practo – CRM use case for call-center efficiency

10 Remarkable CRM Use Cases

1. asher college- crm for greater student engagement  .

With locations in Dallas, Las Vegas, and Sacramento,  Asher College  offers career-focused education in business, medicine, trades, and technology. They’ve concentrated on attaining a single goal: providing students with rigorous and comprehensive training for real-world professions. 

Asher previously had an in-house enrollment management system. Yet, it didn’t allow them to reach out to prospects rapidly, prompting the adoption of third-party applications to provide all of the essential features, such as calls, bulk emails, SMS, and lead scoring . All of these roadblocks were preventing admission counselors from having fruitful interactions with potential students. 

Since an enrollment CRM offers several features that involve lead scoring , automated marketing campaigns , detailed reports, and centralized data available for all, it was an apt choice. The advantages of partnering with a single enrollment solution provider rather than several vendors were obvious to Asher’s management team. The admissions team was able to boost speed-to-lead by 12 times. It enabled them to customize communications throughout the student life cycle and track them, resulting in meaningful student engagement  from start to finish. Their  contact rate went up by 13%,  and  scheduled campus appointments improved by 5%.  

“With a high volume of inquiries, it’s important that our admission counselors prioritize and reach the most engaged ones first. Most inquiries drop off because of late and inconsistent outreach.   With LeadSquared, we’ve defined a straight-forward 21- contact strategy on our CRM so that the reps are notified about each touchpoint and reaction from the prospects regularly,” states Kim Gasper, Corporate Director of Admissions, Asher College. 

2. CCDR – CRM for financial services

  Canadian Customer Debt Relief  is Canada’s 4th largest debt counseling organization, with an established track record of over 20 years and government accreditation. CCDR is popular for taking a swift and customer-focused approach to all customer issues. But this got hampered when they started facing internal problems in terms of lead capture and online document collection. 

Initially, they were facing the following challenges: 

• Lack of data analysis. 
• Low email deliverability.  
• Inability to track lead activities.  

They needed a one-stop solution to streamline the entire debt collection and management process. With LeadSquared, they achieved the following results: 

• Multi-channel lead capture for zero-lead leakage, 
• Automatic lead distribution, which improved their response rates,   
• Complete lead tracking to better understand customer intent, and 
• Detailed advisor productivity reports to reward high achievers and help those facing any issues. 

Manish from CCDR’s sales and onboarding team stated , “Our team has been looking for a solution like this for a long time. With  60% improvement in production , LeadSquared has helped us better our sales process and manage our leads in a more efficient manner.”  The team at CCDR now has a  360-degree customer view  which provides instant access to all the required customer information; even the  quotation generation turn-around time has reduced  multi-folds. 

3 . BYJU’S – Using CRM to measure every step of the process

BYJU’S  (Think and Learn Pvt Ltd) is one of the top e-learning platforms in the world. They are the first Asian company to receive investment from the Chan-Zuckerberg initiative and have even become a Harvard Business School case study. Their stream of work involves ongoing customer management, and the customer life cycle tends to be high. This is why they started looking for a CRM that could keep track of their historical customer data. Initially, they used a mix of CRM software and Excel sheets. Although this manner of managing leads was challenging, they adopted this mixed model of data tracking as they were apprehensive of implementing a completely new tool.  

Their apprehensions came to an end when they found a CRM that fulfilled their expectations in three areas: 

• Ease of adoption 
• Flexibility  
• Speedy implementation 

When they implemented LeadSquared, within the first few hours, their team recognized that the tool was much better than the one they used before. LeadSquared is not only used by their sales team but also for order management, recruitment, post, and pre-sales processes. Wherever a process needs to be streamlined, LeadSquared is implemented. 

Mrinal Mohit, COO of BYJU’S, states,  “The LeadSquared platform is flexible, making the adoption and execution of your existing sales process very simple. We can effectively monitor sales follow-ups and track all offline and online activities. It is a very well thought out application and sometimes will surprise you in terms of the things it can deliver.”  

4. Meesho – CRM for better seller management

Vidit Aatrey and Sanjeev Barnwal, two IIT Delhi graduates, founded  Meesho , an Indian-origin reseller marketplace, in late 2015. The business is building the next major online distribution network for home-based businesses. Individual resellers may use WhatsApp, Instagram, Facebook, and other social media platforms to promote their items. It empowers the livelihoods of millions who had so far been waiting for a shot at independence and success. As the company began expanding and the team was growing, they realized that they needed a tool to manage their leads.   

Their major requirements were: 

• A platform to keep suppliers engaged and increasing the ease of onboarding. 
• A user-friendly tool that is adaptable.  
• A tool that could automate manual processes.  

In their search to support these needs, they discovered a CRM that could help meet these requirements. With LeadSquared, they’ve achieved the following results: 

• They have eliminated the manual method of supplier engagement in favor of a more automated approach. 
• Information is shared more quickly and efficiently through teams.  
• Documents are automatically verified, making the suppliers’ onboarding experience faster. 

A representative from Meesho states- “ Where an individual salesperson took around 8-10 mins to fill in the required details of a prospective supplier, with LeadSquared it just takes a minute. We are very pleased to see that the  productivity of the team has increased to 70% from an earlier 5-10%. ” 

5. Rohan Builders – CRM to increase property sales

Rohan Builders  is a real estate firm specializing in construction. They’ve been building apartments since 1993 and now have over 15 million square feet of landmarks across India. CRISIL has consistently ranked them over the past ten years, indicating a high level of service. They are also involved in infrastructure and industrial structure construction. Rohan Builders slowly started facing challenges with their lead management as their business grew.

They faced the following issues:  

• Difficulty with tracking leads , as website behavior was untracked, opportunities to cross-sell and up-sell products were lost.  
• Lack of website tracking, which gives information into their customer’s intent and helps in understanding their preferences and wants.  

To get past these hurdles, they selected a CRM as their sales platform, and they experienced the power of tracking lead activities. When they implemented LeadSquared, they heavily relied on the following features: 

• Lead tracking features- to accurately assess the source, intent, and behavior. 
• Automation feature- to trigger emails based on the actions of a lead and to initiate quick follow-ups. 
• Landing pages tool- to run marketing campaigns on different social media platforms.  

 Javadd Khan of the marketing team in Rohan Builders states,  “Now we know exactly what the lead is doing on our website: such as the floor plan he has seen, or the financial plan they are interested in. Before LeadSquared, we used to close around 12-13 deals per month. Now, we close 20 every month.  Our property closures have increased by 54%. “  

6. Max Life Insurance – A customizable CRM

Max Life Insurance is a renowned financial institution with an excellent track record of over 15 years. They provide exceptional investment experience. In addition, the company offers extensive security and long-term savings through its high-quality multi-channel distribution, including agency and third-party distribution partners. For its B2B business, Max Life Insurance required a system to issue and administer community insurance products. They also needed an application to manage renewals in the future, as well as paperless documents. As their organization has grown and multiplied, they began facing problems in certain areas of work, such as: 

• Lack of  a single and centralized enterprise  software. 
• Delayed  responses. 
• Slow  quotation generation and communication . 
• Difficulty in  gauging customer’s requirements .  
• Inability to  manage quotation versions  and track status. 

They started looking for ways to handle these use cases and found a CRM capable of doing just that. With LeadSquared they could experience the benefits of: 

• Multi-channel lead capture 
• Automatic lead distribution 
• Pre-set automation to request for quotation 
• Automated quotation approval workflow and customizable lead stages.  

A Max Life Insurance Representative states, “ LeadSquared has been a great partner, taking the initiative to understand the nuances of our Sales support process, and contributing to the success of Max Life’s overall Digitization journey.”  

7. IndiaLends – Using CRM to reduce the chances of human error

IndiaLends  is a digital lending marketplace that links customers and small businesses seeking low-interest loans with institutional lenders seeking high-yielding returns. Since 2014, it has been at the forefront of lending, and it continues to set the standard with quick and easy loans. It is based in Gurugram, Haryana, and is available on both web and mobile platforms. Lenders may also benefit from value-added services like big-data analytics, credit risk evaluation, authentication, and automated  loan origination  and management workflows. Borrowers may also apply for unsecured personal loans online, get free credit reports, and monitor their spending on a regular basis.  

As their organization expanded, they noticed certain areas that needed improvement, which were: 

• Tedious and multiple  manual processes . 
• Authentication checks  were necessary for OTP confirmation. 
• Lack of detailed  reports and analytics . 
• Sales forecasting  capabilities. 
• Improving communication  within the network. 

To accomplish these goals, they reached out to LeadSquared, that provided them with the following solutions- 

• Smart application distribution through automation 
• Generation of Experian reports through API integration 
• Speedy loan disbursal and complete performance reports 

After implementing LeadSquared, they have attained positive results as Sahaj Chopra from the Product team at IndiaLends states, “ The  LeadSquared Automations  are easy to build and are not very time-consuming. With minimal manual effort, any chances of  human error have reduced by 90%.”  

8. NestAway – CRM for zero lead leakage

In India, the home rental market has been largely unregulated. Tenants have been tormented by unreasonable deposit requests and unmaintained services and facilities. Anyone who is new to the city and has a small sum of money in his wallet would find it difficult to get around.  NestAway , a Bangalore-based startup, noticed the need and stepped in to help with low-security deposits and brokerage. NestAway is a revolutionary idea for homeowners, a solution for renters, and a solution for the city’s youth housing crisis.  

It has a presence in 13 major Indian cities, including Bangalore, Delhi, Bombay, Pune, Noida, and Hyderabad, with 25,000+ homes in its network with 55,000+ tenants. NestAway soon realized that they don’t have a lead management system in place, leading to major losses because of missing on lead inquiries. Tenant Acquisition Head Shrung Mehta stated, “ The lead leakage was greatly increasing. As we were redesigning the process as a company, going ahead with the right Lead Management tool seemed like the correct choice.”  

Which is when they implemented a CRM to battle these problems. They benefitted from the CRM in these areas:

• Easy to use software
• Smooth workflows
• Clearer visibility
• Reduced lead leakage

Shrung Mehta goes on to state, “ Since our lead disposal was not on time, the lead leakage was 80%. Now that we’re using LeadSquared, we’ve been able to reduce the lead leakage by 70% . It is resulted in improving the sales funnel and increasing the visit to booking percentage by 20% month-on-month. “

9. Tricoci University – Using CRM for greater process efficiency

Tricoci University is a top cosmetology school in the United States, with 16 campuses in Illinois, Wisconsin, and Indiana and over 2000 students graduating each year. The school takes pride in its people-centered approach to preparing tomorrow’s leading beauty practitioners. This has resulted in an extensive network of top salons and spas looking to hire graduates. To coordinate their admissions and marketing processes, Tricoci University needed an end-to-end system. They wanted to collect leads from different sources, handle the online application process, and use the system as a one-stop shop for admissions advisors to send emails, make phone calls, manage schedules, and involve potential students in the enrollment process. 

Few challenges faced by the university were: 

• Lack of data analysis 
• Complex and non-intuitive  systems  
• Regularly lost enrollments due to slow response rate 
• Inability to track agent activities 

To overcome these challenges they reached out to LeadSquared for a CRM that offered the following features:  

• Automatic lead capture and distribution 
• Paperless application 
• Student enrollment journeys 
•  Enrollment and admissions pipeline view, and 
•  Complete advisor productivity reports.  

“LeadSquared’s  Enrollment Management solution  was really easy to use for employees who were more focused on non-technical matters,” states Paul Matylonek, Director of Admissions.  With the help of LeadSquared’s CRM, they have experienced a  net 75% increase in process efficiency.   

10. Practo – CRM use case for call-center efficiency

Practo  is one of India’s leading healthcare applications. Their main goal is to make healthcare more accessible. Several healthcare providers are using Practo as the platform to build their presence, grow establishments and engage patients more deeply than ever. As they grew rapidly as a company, they began facing problems in the following areas: 

• Marketing campaigns 
• Inaccurate workflows for customer journeys  
• Lack of reports about their process 
• Managing the increasing number of agents 

They began searching for a solution to solve these issues, and they found a CRM that offered the following solutions: 

• Advanced automation for sales workflows 
• Smart Views to reduce time spent in decision making, 
• Lead management and detailed tools for measurement 

LeadSquared has helped them achieve some significant results as Sidhartha Nihalani, VP of Product at Practo, states-  “All the automation running within LeadSquared ensure that our lead management activities, from lead allocation to lead prioritization, are handled easily. We have already saved 6-8 months’ worth of development costs and effort. In addition, our daily  call center efficiency per agent has increased by 60%.”  

Concluding Remarks

Every company looking to grow should invest in a smart CRM that helps them address their specific challenges. As customer expectations evolve, companies need to use tools that evolve with them. As you must have seen in the above CRM use cases, the tool offers data centralization, lead management, sales, and marketing automation – all of which boosts productivity. With an intelligent CRM, you can streamline your sales processes, prioritize hot leads, automate routine tasks and receive detailed reports on your teams’ performances.

If you’re looking for one such CRM, click here to try LeadSquared’s CRM for free!

Padma is a Content Writer at Leadsquared. She enjoys reading and writing about various financial and educational topics. You can connect with her on LinkedIn or write to her at [email protected].

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What should you look for in a CRM software?

How to Build a CRM Business Case: 7 Tips to Help You Succeed + Free Template

Your sales team needs a customer relationship management platform , better known as CRM software. Once you add one of these tools to your organization's tech stack you can manage customer data better, automate sales processes, forecast future results, and a whole lot more.

Unfortunately, you don't hold the purse strings for your company. And convincing company leaders to spend hundreds, if not thousands, of dollars a year on a new app is tough.

That's why you need to build a CRM business case. Good news: that's exactly what we're going to help you do in this article! Keep reading to learn what a CRM business case is and how to create one. Then download our free template to help you make one in no time.

Note : To successfully build a sales CRM that meets your team's unique needs, you must first understand the key components required. From selecting the right features and integrations to ensuring seamless user adoption, a strategic approach is essential. And that is entirely different from a CRM business case, just so we are clear.

What Is a CRM Business Case, and Why Do You Need One?

Generally speaking, CRM business case documents are created by sales managers for the benefit of their bosses, e.g. their company's VP of Sales, CFO, or CEO. The goal? After reading the document, your bosses will greenlight your desired CRM purchase.

If you believe your sales team needs to invest in a CRM platform—or will in the next six months or so—we suggest you start building your CRM business case right now .

Benefits of Building a Business Case for CRM

We won't lie to you, building a CRM business case will take time and effort—but it will all be worth it. Here are three benefits you'll enjoy by creating this kind of document:

• A better understanding of your needs: Once you create a CRM business case, you'll understand your sales team's challenges better. This information will allow you to lead your department with clarity—even if you don't get the CRM you want.
• Clear communication with upper management: Communication is important. If you and your superior aren't on the same page, your company won't be as successful as it could be. A CRM business case will help your bosses understand your position.
• A greater chance at securing the software you need: Most importantly, a well-crafted CRM business case will help convince your company's leaders to invest in a CRM for your sales team. This is the main reason to create this kind of document.

A CRM Business Case Template You Can Swipe and Customize

You know you need a CRM, but you still need to convince the higher-ups.

Use this Google Slides template to build a solid, irrefutable case for a new CRM system. It's easily adaptable to just about any business case. Simply fill in the right data, present it to your team, and get the budget approval you need to elevate your sales stack.

Just remember: to make your case effectively, you need to present real data that shows how a CRM will alleviate current pain points for your sales team. This template gives you the space to explain the issue, add key information, and prove that a CRM is the ideal solution.

Simply make a copy, replace the current text with your own, and you’re good to go.

Benefits of Using Our CRM Business Case Template

So, what makes this CRM business case template so great? There are three reasons why you should use it to communicate with key stakeholders.

• A clear structure: The template is easy to follow. It starts with an executive summary, continues with current challenges, and presents a viable solution. So simple.
• Space to add input: Your company is unique, which means your CRM business case document needs to be unique, too. This template allows you to add and expound upon the specific business challenges that your sales department faces on a daily basis.
• Fully customizable: Yes, you can add specific business challenges to this template, as described above. But that's not the only way you can customize this document. You can easily change colors, input specific timelines, and more to help get buy-in.

How to Personalize the Business Case Template

To be clear, this is a template . You have to customize it to reflect your specific sales processes before you show it to company leadership. Don't worry. Doing so is a piece of cake:

Make a Copy of This Template

To start, you’ll need to make a copy of this template. Click File > Make a copy > Entire presentation.

This will open a new, customizable version of the CRM business case template

Edit the Colors

You may want to adapt this template to your own brand. To edit the colors, follow these steps:

• Click View > Theme Builder
• Select Colors
• On the right, a menu will appear called Theme Colors
• Choose a theme color, then edit what color is used for that element of the theme

When you adjust colors this way, they will change across the whole template.

Edit the Projected ROI

In the last slide of this template, you’ll be presenting the final key to your CRM business case: the projected ROI.

This chart is linked to a Google Sheet, which you can easily copy and adjust to fit your own projections.

Here’s how to do it:

• Click on the chart
• Click the down arrow in the corner of the chart, and select Open source
• When the Google Sheet opens, Click File > Make a copy
• Add your projected figures in the copied Sheet
• Click the three dots in the top right corner of the chart, and select Copy chart
• In the CRM business case template, delete the sample ROI chart
• Paste your adjusted chart
• Select Link to spreadsheet (so new changes will be automatically updated)

7 Components of a CRM Business Case: How to Present Your Findings in the Most Effective Way

What should your CRM business case include, and how do you find the right data to make a convincing argument? That's what we'll talk about in this section.

1. Define the Specific Problems a CRM Can Solve for Your Team

What challenges is your sales team facing right now ?

Maybe your reps miss quota because they can't keep track of the many leads they source on social media sites like LinkedIn. The lead management tools inside CRM software will eliminate this problem, ensuring that more leads are contacted and more deals are closed.

Or maybe your reps don't have enough time to complete their work every week. Because of this, they keep falling farther and farther behind. The automation functionality inside many different CRM solutions will help them boost productivity and get more done in less time.

Whatever your sales team struggles with, add these pain points to the "Current Challenges" page of the template by clicking on the text box and inputting your team’s unique problems.

Then, use the next page to explain briefly how a CRM will solve the challenges you mentioned. (Kind of like we just did in the paragraphs above.)

If possible, give your challenges a specific dollar value. For example, "This lack of productivity costs us $XXX a month." This will make it easier to justify the cost of the new software.

You'll never get approval for a new CRM system if your company's leadership team doesn't understand the problems your sales team is facing. Make sure these problems are clear.

2. Show Proof That the CRM Can Solve These Problems

Telling higher ups about the problems your team struggles with isn't enough. You need to prove to them that your CRM project will solve these problems in a reliable way.

And no, you saying, "I'm pretty sure that once we have access to automation , our team productivity levels will rise" isn't enough. You need cold, hard proof that CRM is the answer.

One of the best ways to prove the value of CRM software is to simply point to other companies who have used this kind of tool to succeed. You can say, "Company XYZ is just like us and they used a CRM to boost individual sales rep productivity by 20%. See? it works!"

So take time to source customer testimonials—preferably ones that relate to the problems your sales team deals with and the specific CRM you're interested in buying. Then add these testimonials to the “What other CRM users say” page of the CRM business case template.

With us so far? Great, now it's time to really hammer home the benefits of CRM .

Add links to full case studies from other CRM customers. This will allow your company's leadership team to read through these experiences on their own time. Better, it will provide irrefutable proof that the CRM you want to invest in will be worth the cost.

Can't find the materials you need? Ask your CRM vendor for social proof. They should know where to look for convincing testimonials and related customer reviews.

3. Set Clear Goals

You've identified the challenges your sales team faces and proven that CRM can help you overcome them. Now what? It's time to set clear goals. What do you want to achieve?

Make your way to the "Goals" page of the CRM business case template. Then insert a few of the goals you want to shoot for. Try to be as specific as you can. Don't say, "We want to increase rep productivity." That's way too vague. As such, it doesn't make a compelling case.

Instead, say something like, "We want to increase rep productivity by 30%" or whatever figure you feel is realistic. Why is this better? By adding "30%" to your business case document, you'll give company leaders a tangible figure to assess the merits of CRM.

This will help them understand just how beneficial your CRM strategy can be.

One more thing: add multiple goals to your document . Boosting rep productivity is great. Boosting rep productivity and customer retention while shortening the sales cycle, is better.

Want to maximize your sales potential? Uncover the game-changing impact of sales productivity tools in our article.

4. Give Them the "Why"

At this point, you've (hopefully!) sold your superiors on the value of CRM software. Now you need to explain why your sales team is ready to invest in this kind of software today .

To explain this, adapt the “Key Benefits” page in the CRM business case template we've provided to summarize three or four main reasons. Here are a few suggestions:

• To improve rep productivity: With the right CRM, reps can forget about many of the tedious data entry and deal management tasks that plague them. The software will automate follow-up messages, log customer interactions, update records, etc.
• To increase sales and/or revenue: CRM solutions help users acquire new customers and identify upselling and cross-selling opportunities , too. It can also help provide better customer experiences, which will help boost customer retention metrics.
• To better prepare for the future: Once your company invests in a reliable CRM, it will be able to access key metrics in real-time. This will help you pivot away from bad sales strategies faster. It will also help you with sales forecasting activities . When you know how much revenue you'll have in the coming months, company leaders can make better decisions. You can also use the figures to benchmark team performance.

Of course, with so many CRM options on the market, you need to justify your choice of CRM . This can be done by editing the text on page eight of the CRM business case template.

Your argument should be based on your chosen CRM's unique value and the specific ways you plan to deploy it for your sales team. With that in mind, give special attention to the features you expect to use most and how they'll help you achieve previously stated goals.

5. Set a Timeline for Implementation, Data Migration, and Adoption Across the Team

Next, you need to explain when you plan to purchase your CRM, how long it will take to implement it, and when your team will be ready to use it on the regular.

In other words, you need to set a realistic timeline for CRM implementation .

Don't skip this step! You might not think it's that important, but your superiors definitely will. So, make it clear when your company will start to reap the benefits of this purchase.

In the CRM business case template that we've created for you, there's a simplified timeline graphic based on our experience helping teams get started with Close. If you choose to use a different tool, you'll need to outline a different CRM process with a different timeline.

Fortunately, this is easy to do. Simply add more points along the line. Everything from "migrate data from Excel" to "train reps to use the platform" should be included.

6. Know Your Goal Metrics and Be Prepared to Report on Them Later

How will you (or, perhaps more importantly, your boss ) know whether the CRM you've chosen has been worth the cost? You have to measure the value it brings your company, of course.

The "Measuring Success" page of the CRM business case template will help you outline the metrics you plan to track and present them to key decision makers.

Your superiors will be grateful for this information because it will give them an out. They can say, "Okay, I'll greenlight this purchase. But if I don't like what I see, I can pull the plug."

So, include the key sales KPIs that you want to track. Then track them after your initial rollout so that you're always ready to report on the success of your CRM implementation efforts.

7. End with Cost and ROI

To create a solid business case for new software, you have to include pricing information.

Don’t beat around the bush or try to hide the full cost of your chosen solution. But do present your case and explain why the CRM you want is worth its price tag.

Start by adding the total cost in simple terms, with either monthly or annual expense details for every potential user. Then, directly after a clear explanation of the pricing, add a few sentences about why the CRM solution in question is worth it.

You can easily do this on the “Projected ROI” page of the CRM business case template.

To be clear, the information you include in the ROI portion of your document should be more than mere guesswork. Use your key metrics and "goals for improvement" data to calculate the increase you’ll see in sales after you start using your new CRM.

Close More Deals with the CRM Built for Closers

A CRM will help your sales team speed up sales cycles and close more deals.

But you can't expect your company's leadership team to purchase a CRM for you without proof that it will bank positive ROI. That's why it's so important to build a convincing CRM business case. The good news is, this is easy to create with our free template!

And since we're on the topic? Have you considered investing in Close yet?

Our sales-oriented CRM is perfect for startups and small businesses. Why? Because it has all of the features you need, including lead management tools, power and predictive Dialers, a full communication sequencing suite, and integrations with just about every other app you have. Plus, it's super easy to use—even if you're brand new to the world of CRM.

Start your free 14-day trial of Close today to see if it's the right CRM for your sales team. We're confident you'll love our platform's ease of use and quota-crushing features!

START YOUR FREE TRIAL→

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Casio grows eCommerce customers 27% in a year with HubSpot CRM

Casio UK and Ireland needed a new engine to power its inbound marketing activities. Since implementing HubSpot CRM, they nurture leads more effectively, improve alignment between marketing and sales, optimise campaigns with concrete data and accelerate revenue growth.

£1M Net revenue from email campaigns

13 Million Impressions using HubSpot Ads

54% Increase in web visits

About Casio

Casio has grown to become one of the leading manufacturers of consumer electronics and business equipment solutions. Casio UK and Ireland is part of the iconic multinational electronics company. It markets and sells calculators, watches, medical devices and musical instruments to both B2B and B2C customers.

Company Size:

Accelerating business growth

Back in 2015, Casio UK and Ireland wanted to hit the multiply button on eCommerce growth. They already had a strong inbound strategy, but weren’t fully satisfied with the engine that drove it.

Their custom-built CRM provided no clear picture of prospects from first touch to closed deal. Meanwhile, their marketing automation platform—Marketo—was difficult and inefficient to use.

Casio wanted to achieve more. On the marketing side, they wanted to meet the needs of different prospects with relevant and timely content. They also wanted to implement automations to help their resources go further.

Once they’d discovered and nurtured great prospects, they needed sales to seamlessly take the baton and close deals faster.

Fuelling their future with HubSpot 

Casio discovered the HubSpot CRM platform while searching the internet for potential partners—a great example of inbound marketing in action!

Jennifer Kelly, Head of DTC & Marketing says: “HubSpot was the most attractive solution for our capability and needs. It was easy to use, which was important because we needed to get up and running quickly. And the support on offer was excellent.”

Casio implemented HubSpot CRM, Marketing Hub and Sales Hub . This gave them the consolidated stack they needed to align their teams and achieve ambitious growth goals.

From day one, they appreciated the surprising amount of support they received from HubSpot. With a single point of access to get answers to any technical or methodology-related question, there was no confusion, back and forth, or wasted time getting the help they needed. 

Powerful CRM set up in weeks

Casio’s first task was to migrate all the data located in its previous CRM over to HubSpot. This meant cleaning up, then porting over thousands of contacts, custom fields and deals. While it could have been an onerous process, HubSpot provided an Advanced Onboarding team to keep it painless.

Jennifer says: “The HubSpot team helped us to get the software set up in a way that worked for us and were also there to improve our processes as we went along. We got everything done in just a matter of weeks.”

Building out the customer journey

Casio was almost ready to unlock huge leads and sales growth. But first, they needed to implement the customer journey within HubSpot.

They created Landing Pages for their content, which included FAQs, user guides and video tutorials. Then they added Smart Calls-to-Action (CTAs) and Forms to generate more leads and encourage visitors to share their details.

Forms proved so versatile that Casio used them to capture valuable contact information at events, new product launches and competitions.

Because every visitor who fills out a form is automatically added to their database, Casio turns visitors into leads with virtually no effort.

Customised email marketing

Casio harnesses HubSpot to nurture new leads with personalised content. They use Lists to segment contacts based on specific values and characteristics, then create emails tailored to specific recipients. 

Designing emails is easy, too. Casio uses no-code design integrations to create beautiful campaigns without any help from designers or IT.

In the past 12 months, the business sent a staggering 27 million marketing emails, with excellent results.

Jennifer says: “Our marketing emails have developed significantly over the last couple of years and we’ve seen a consistent increase in our division-wide email marketing metrics. Our open rates are up +10%, we’ve seen a +7% average CTR increase and net revenue from email exceeds £1m.” 

Slick and automated workflows

Casio uses Workflows to automate previously repetitive tasks. They’ve implemented workflows for a variety of complex processes, including customer segmentation, welcome and nurture programmes, and following up on abandoned carts. 

HubSpot’s workflows make Casio more efficient, consistent and productive. And the results speak for themselves. 

Jennifer says: “With workflows in place, our lead nurture programme for our largest division has generated nearly £900k, while our abandoned cart series has generated nearly £800k in total revenue.”

Turning on an Ads machine

Casio uses HubSpot’s Ads software to create personalised campaigns that drive valuable traffic to their website.

Because all their data and tools are joined up, they not only create well targeted ads, but also use automated follow-up to nurture different audiences.

Even better, they know which ads work, because HubSpot reports the ROI across different platforms and audiences. This data is pure gold. They use it to t arget their most valuable audiences and get the biggest bang for their ad spend.  

Jennifer says: “We’re successfully using the Ads space within HubSpot across all our divisions. So far we’ve seen very impressive results: 13 million impressions have been reported, with over 200k clicks.”

Aligning the sales team and boosting revenue

With Sales Hub connected to Casio’s HubSpot ecosystem, marketing and sales teams are always aligned. 

Jennifer explains: “We continue to use Sales Hub with positive results. This is reflected through our divisional deal pipelines totalling nearly £200k in revenue through website form orders and API processing journeys.”

Optimising operations with rich data

HubSpot’s reporting and analytics function fuels Casio’s continued growth and success. They measure the success of campaigns, tie each activity to revenue, and use that data to invest their time and focus in the right places. 

They don’t need to invest in data scientists. Any member of the team can easily create high-level dashboards for leadership, or set up specific dashboards for teams to track progress towards their goals.

Meeting B2B and B2C needs

HubSpot’s versatility and flexibility enables Casio to address the different priorities of both its B2B and B2C divisions.

Jennifer explains: “On the B2B side, with HubSpot CRM, we can see exactly what’s happening with every prospect. The B2C side is more mass market, but we still want to make sure that the potential customer feels like they have a personal relationship with us. So we employ features like smart lists and A/B testing .”

71% more contacts, 27% more customers YoY

Implementing HubSpot brought immediate results for Casio. Seven years on, the partnership continues to drive eCommerce growth and success.

Rewinding back to 2016, within a year of implementing HubSpot, Casio saw website traffic increase 12% and leads grow a phenomenal 496%. Casio also found lead quality improve.

“We create CTAs that are relevant to our different personas,” says Jennifer. “So we know that when someone eventually signs up for a demo or an event, they are likely to be genuinely interested.”

Today, the results are no less impressive. In the past financial year, Casio achieved a 54% increase in web visits, 71% increase in new contacts and 27% increase in customers.

Jennifer says: “Thanks to Hubspot, we are able to analyse, iterate and optimise our communications at pace. We close deals faster than ever and maximise our returns.”

Still ‘wowing’ Casio after 7 years

Casio continues to be impressed by HubSpot’s accessibility and hands-on support—some seven years after the initial sale. 

“If we have a question, we just put in a call to HubSpot and get an answer within minutes. We also work with HubSpot Premier Services , and our consultant truly understands our business. In the beginning, it was all about applying best practices, but now he’s helping us explore all that we can achieve with the platform,” says Jennifer.

It’s a partnership that Casio is keen to retain. 

“HubSpot helps us create a culture in which people think about the customer journey, from the awareness stage to the closed deal. It allows us to nurture our leads through the entire funnel and keep refining our strategy.”

Through slick workflows, complex trigger-based communications and smart insights, HubSpot has had a huge impact on our lead nurture programme. Thanks to HubSpot, we are able to analyse, iterate and optimise our communications at pace to maximise returns.

Jennifer Kelly

Head of DTC & Marketing

Start Growing With HubSpot Today

With tools to make every part of your process more human and a support team excited to help you, growing your business with HubSpot has never been easier.

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Enterprise manufacturing company sees 610% ROI with Zoho One by retiring existing legacy applications and increasing sales productivity by $750,000 annually

Barbara Peck,

Analyst - Nucleus Research.

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The thing that drew me to Zoho One is the sum of its parts is greater than the standalone quality of each app. The total collective experience is worth it, otherwise you end up with all these point solutions that don't really connect.

Robert Hudman

Managing Director

The advantage of Zoho One is that instead of looking for all the information in different places, we have everything within one tool.

Moira Russell

International Business Development Manager

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"Spaghetti Agency discover the power of the Zoho One ecosystem to manage processes, data, external communication and teams"

"It's quite easy to see a cost saving as a business when we can rationalise from multiple vendors and suppliers to a single solution."

"We're saving £17,000 a year. We're saving that money, but we're also benefiting from product integration"

"Zoho has transformed the way that we work without a doubt. We are definitely happy that we onboarded Zoho."

"On behalf of the Cyberknight team, I can strongly recommend using Zoho for any type of organization."

"If you have a problem, there's probably a Zoho product or feature that can solve that for you."

"With Zoho, we have a platform where it's a one-stop shop."

"If we had to remove Zoho from our organization, I think it's not a stretch of the imagination to think that our business will stop to operate effectively."

"If we didn't have Zoho now, our workspace would be pretty chaotic, and I think we'd have 24-hour working days."

"We chose Zoho because everything was part of a single ecosystem. We started going deeper into Zoho One because there were so many different apps available to us."

“Any individual with minimal tech knowledge can easily learn and adapt to Zoho One”

"When we were looking for a system and a CRM that could support us, we were looking for something that could help address all of our functions as we scale up. We've been able to iterate with Zoho, and come up with a lot of good technical systems and solutions that can help us in our growth journey."

"Technology is not quite where it needs to be to support most law firms, so thank goodness we found Zoho"

“You don't need to do something complex like build an API to send an email. With Zoho, we can build and revise our business model every day, as we like. Flexibility—that’s what Zoho gives us.”

"We now have a clear visibility on our team's activities with our business partners. Zoho CRM and the other solutions in Zoho One have also helped us automate our processes after we implemented workflow rules. The systems helps the team send automated email notifications, freeing up the team to focus on relationship building."

"Zoho gave us full reporting that gave me total insight into how everyone was doing. I can look at any activity and really know who is putting in the effort and who is getting results. I can also look at why those people are succeeding to help others improve."

"Canadian Choice Windows & Doors adopts Zoho One to grow their business across Canada."

"When you don't give the right tools to fight a war, then you can't question the outcome. So, we've done that right with Zoho One."

"The ease of business was not there before using Zoho One. I feel Zoho One is better than best-of-breed software."

"Having this entire digital transformation project running has increased our business efficiency by 30%."

"Changing systems is hard for many businesses. But that's the great thing about Zoho—it's easy to transition. You can't keep everything in your head. Excel is too complex and when you have to migrate to a new system, that's what holds people back."

“As the CEO, I can open up the dashboard and see how many opportunities we have in the business, the progress of each, and which ones are most likely to convert this month. It’s had a huge impact for me because I don't have to go around asking people or wait for reports. I can get that data live, anytime I want it."

"Compared to the disconnected apps I was using before, I've found Zoho One to be very intuitive and easy to use."

ABA Advisors created a custom end-to-end solution in Zoho One and saw 100% adoption, 150% increase in productivity, and 35% increase in production.

Sales engagement advisor fosters relationships and improves customer experience on Zoho One.

Zoho is embedded in so many different parts of the business that it truly does act as the sole operating system of our company, we’ve been able to expand and handle so much more.

"We now have clear oversight around all our contacts, their history, their emails, purchase history, which events they’ve attended and how many donations they’ve made. It’s an endless list and it’s so important for us to understand that journey. And it's all auto-collated in one place for us so we don't have to go searching through thousands of spreadsheets or thousands of tabs in a spreadsheet."

"It's a one-stop shop, really. CRM is the core hub for our data, but then we integrate that with Zoho Campaigns for EDMS so we can exactly see which email someone has received and all the data associated with that. Having Desk has been extremely helpful, too. It's just the integration of all of the different apps, and having one place to look at all that data. If we didn’t have that, our data would be everywhere. It would be quite chaotic and not efficient at all."

"With Zoho One we're able to understand more about our business than we ever did before."

"At the end of the day, my clients judge me based on how successfully I can get them in front of their ideal clients. And Zoho CRM is allowing me to do that far more productively, efficiently, and in a more targeted manner than I was ever able to do previously. I just see the satisfaction in my clients. That's awesome!"

"Before Zoho came into the picture, things were very labour - intensive and could go wrong quickly. Today, I'm miles ahead of where I would have been otherwise."

"We love our Zoho implementation. It has everything we need to scale up our processes as the business grows."

"The single most important reason I am a huge fan of Zoho is the ethos and ethics behind the company. I remember being at a Zoho conference and hearing Vijay Sundaram [Zoho's Chief Technology Officer] talk about data. He said 'your data is sacrosanct.' And that really struck a chord with me. The one thing where a good ethos is essential in my eyes is in terms of data privacy and security."

"It took me a really long time, almost 10 years, to find a suitable solution to run my entire business. Zoho One works seamlessly for us not only to manage our customer-facing touch points, but also improves our internal processes and communications."

"I can customise Zoho One to work the way we work, and not change the way we work just to meet the requirements of the system."

"Our customers' and teams' experiences have improved. All the teams are in one space, and they can see what each other are up to—which has been really helpful. We're so much more efficient with Zoho CRM in place than we'd otherwise be."

"Zoho One's practical approach in software design has allowed us to get used to the system quickly"

"With Zoho One, we've created a system that has made our jobs more efficient. With automated processes, we have become a lot more streamlined. It definitely shows our clients we are organised and professional, and internally, our entire team has visibility and clarity across all of our work."

"PartsBaba benefits from all the innovation and enhancements happening in Zoho One.  While PartsBaba would otherwise struggle to transcend geographic boundaries, Zoho One's remote work features allow the company's small team to function across borders without the added cost"

"Zoho continues to modify, adapt, grow, and add things to the platform that our business sees value in. It's absolutely been a perfect marriage in terms of the ability to adopt new ideas and new concepts to create an ecosystem of apps that talk to each other and operate within our business."

"Zoho has become our admin team, our pseudo accountant, our sales support, our client support system, and an intrinsic part of our business structure. It's like we employed a business solution that actually does the work for us in a lot of instances."

"The thing that drew me to Zoho One is the sum of its parts is greater than the standalone quality of each app. The total collective experience is worth it, otherwise you end up with all these point solutions that don't really connect."

"Adoption of Zoho is now at its highest because they continue to reinforce the value by expanding our usage. Zoho continues to make our jobs easier and as people see that, more people want to use it."

"I don't recall the system ever being down during a single time we needed to use it."

" We have a happier workforce that is more efficient. We have a better flow of information and that impacts the customer experience of the end user."

"The flexibility of Zoho One fits any industry, and has all the options any business may need."

"Thanks Zoho for their amazing product; one centre, one place, we are able to connect all the team, and all the requirements."

"We came across Zoho and we never looked back. It is straightforward; all data is organized, nothing more, nothing less."

"I liked Zoho One's simple and fair pricing structure. We're a small business but we benefit from a wide range of products that if we were to buy in piecemeal would cost a lot more money" says Darren Burn.

"Until we found Zoho One, we had trialled applications from other providers that seemed much more difficult to manage, were very rigid, or were hugely expensive. As a fast growing company I don't have money to throw away on expensive IT systems."

"It's what I would call a truly modern customer experience system. Zoho One has fundamentally changed how we think about what we can do for our clients, and how we service them."

"Zoho is a corporate-grade tech solution for small businesses. I got used to all that in the corporate world, and so then to come into small business and just have spreadsheets was terrible. Now, I jump on Zoho when I'm overseas and it’s just like I’m in the office."

It's one platform where you can integrate everything, and everything associates back to a customer account—which makes it amazing!

"It's fully integrated so you can focus on the main game. The main game for me is not sitting in the back end with spaghetti wire looking at my applications and going, 'why aren't these things working together?' My job is to be out there for our clients. It's great to be able to focus on the important activities while the day-to-day runs in the background. 10/10. Love it!"

"While HubSpot is a good CRM and marketing tool, I couldn’t see any cost effective bookkeeping system to go with it. I looked at Xero as well, but I'd still need 3rd party tools like Zoom. With each of the different tools I looked at, there was something from the Zoho suite that it didn’t have. And so I thought, 'it’s got everything in one. It's a no brainer.'"

"Without Zoho, I'd have so much more reporting to do. I'd be trying to bring in all the different reports from the different applications, as opposed to going into Zoho Analytics and running a main dashboard report from there."

Earlier everything was everywhere, but now everything is centralized. If we want to retrieve anything, it is available in one platform.

Overall, we have found Zoho One is powerful, as all the apps we need are unified on one platform, which has saved time and streamlined our business operations for a very attractive price.

With Zoho One and our API integrations, our clerical errors dropped by 97% and our customer satisfaction increased by over 40%. Our employee happiness also increased by 40%

I recommend this product to any business, small or large enterprise. It's easy to use, easy to implement, and easy to maintain for people with zero technical expertise.

Zoho One has made working remotely a breeze for every team at COURE, through easily accessible apps that allow everyone to stay up to date on all activities and client information.

" Most of our employees hadn’t been through such a huge change, and it was a massive learning experience for them. Zoho allowed us to use a trial version of Zoho CRM extensively. We had their technical support team behind us to help our employees troubleshoot the platform. That was the differentiating factor for Suzlon Australia to go with Zoho. "

"One of the best things has been strategically replacing other systems. It's allowed us to take a step back and focus on what else we need to do, non-software speaking."

"I don't want to think about what our process would be like without Zoho One. It would be terrible, we are very reliant on it.”

" The centre point of it all is Zoho CRM, where all our sales leads are converting through. That's the crux of our business and we link everything with it. As someone comes on board as a client, it connects them to Zoho Projects and adds a project associated with their account. "

We deployed Zoho One in a couple of weeks and it was user-friendly and quick to adopt. All of a sudden we had the capability to interact with our customers and provide quality engagement proactively.

Enterprise manufacturing company achieves 610% ROI with Zoho One, thanks to modernization of analytics, reporting, and sales capabilities, among others, enabling them to retire existing legacy applications and increase sales productivity by $750,000 annually.

We rely on Zoho completely in all departments of the company. It is also user-friendly.

Zoho One had all the features we wanted at a far more affordable price, and the best thing is the simplicity of having everything in one place.

" Zoho One has saved us time, effort and large amounts of money by providing us with easy to deploy, scalable solutions that continue to offer extra functionality day by day. "

" Since deploying the Zoho One suite, principals at Rahi Systems are experiencing a more collaborative, and client-centric culture. Zoho One enabled Rahi Systems to expand its ability to deliver more data solutions globally. "

" With the Zoho One suite, we were able to sync all our operations and requirements under one brand. Zoho One fixed our communication gap, and all information is now readily accessible across applications for our members," Ayman said. "

From last financial year to this year, we have doubled our turnover and I can guarantee you that Zoho One has had a major impact on it.

We were losing so much time being on two or three platforms. Being on Zoho One helped us scale way, way faster.

There doesn't exist another platform as robust and versatile as Zoho One. It has centralized the data and operations of nearly our entire company.

" Zoho One is the best thing that's happened to us. Our recruiters average productivity increased from 25 to 40 tasks per day and our clients serving time decreased from average two weeks to four days. "

" We especially like working with Zoho because they're always innovating—it's almost like Zoho knows what our business needs before we do and it's changed how we do business completely. "

" With Zoho One in place, I was able to work on the business and focus on growth "

" Zoho One, with its unified suite of business apps, has empowered various teams of Leminar and improved their productivity and efficiency. "

" With Zoho One, our process has now become data-oriented and we just love it because we can see what we've done and the impact it makes all the way down on the revenue stream. "

" To us, Zoho One is one source of truth for our business. As a tool, it's a must-have in any business to manage the whole day! "

I will recommend Zoho not only because of its integrations but also for making us more efficient and productive.

Before Zoho we used Salesforce. But the intuitive nature of Zoho makes it very easy to work with. Since we use Zoho One, everytime we want another application, we can do so at no extra cost.

I have cursory experience with software like SAP, Oracle, Salesforce, etc. And I can with absolute certainty tell you that Zoho One is the most friendly, most accessible, aside from being inexpensive.

Zoho One is the cornerstone of our business. With Zoho One I can find everything I am looking for. Their support is top notch. That’s worth more than gold.

As our processes evolve, so does Zoho One. By customising the system, we are able to customise the company.

With Zoho One you never could have dreamt to use these wonderful new features to improve the profitability of your company. But there it is just waiting to be used.

Zoho One has taken us digitally and it declutters all our work. When all the apps in Zoho One work together, it makes all our processes far easier helping us cater to a larger scale and a bigger cohort.

With minimal resources and time we could implement Zoho to scale from a 2 employee entity to 1500+ Employee Organisation. You can be Startup, Mid Size or an Enterprise, Zoho One is a boon for all.

With the Zoho One suite, we were able to connect 90% of our requirements under one brand with dozens of integrated apps. It saved us time, energy, and resources. Information now travels easily between various departments.

When we went with Salesforce, that’s the most money we spent on software in one day. And we didn’t like it! With Zoho One, we have ten times as many apps, paying just one tenth of what we used to pay.

" I am a choreographer, I am an artist. I never knew I would be able to become a programmer overnight with Zoho. "

Life before Zoho was a lot more time consuming. Now, to get that time back to grow the business is invaluable!